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To celebrate its sixty years of activity, the Pam Group – leader in Italy as a large-scale retailer - organized a rich calendar of initiatives and events, involving some of the main Italian cities.
The Pam tram arrived in Milan entirely decorated by the IGPDecaux Creative Solutions which, for the occasion, transformed the historic Milanese tram known as "la Ventotto" into an innovative supermarket on the tracks.
The #trampam has crossed the streets of the city from Piazza Fontana to Piazza Castello, with a special campaign on air from the 2nd to the 7th of October.
The tram was realized to share and celebrate the history of the Group, thanking all the people who contributed to the brand success. An important celebration emphasized by the claim of the campaign "60 years spent at the best" also present in the creativity that decorated the tram outside.
On board it was possible to relive the atmosphere of the past thanks to the 1960s style outfits, the clothes and the accessories wore by the two hostesses who, during the tram stops along the way, caught the attention of passers-by inviting them to get on the tram and taste an exclusive aperitif made of the brand's products.
Inside the tram there was also an exhibitor containing the excellences of the brand, which made the passengers even more involved in the typical environment of the supermarket.
The project was realized by Pam in collaboration with the IGPDecaux Creative Solutions, Rapport (agency specialized in Out Of Home, media buying and planning) and the creative agency McCan Worldgroup.