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Storytel, the Swedish company which offers a rich audiobooks and podcast streaming service, celebrated its first year in Italy with an Out of Home campaign on air during the first two weeks of July, in Milan. For this outdoor advertising initiative IGPDecaux realized a Station Domination at the underground station of Loreto, together with decorated trams and bus shelters that caught the attention of a wide audience thanks to the visual rich of different personalized messages.
A second OOH campaign was launched in September involving different assets in the city and the IGPDecaux urban strucutres, along with a tram entirely decorated which crossed the streets of Milan.
Through the promotion of the audiobooks, Storytel launched a communication project focused on the importance of listening: the audiobooks are the protagonists of the campaign and the messages of the advertising are quotes taken from the audiobooks themselves, available on the platform, which counts more than 65,000 titles in English and about 4,000 in Italian. The various subjects of the campaign has intrigued all the passers-by inviting them to discover the different stories.
The Out of Home advertising, which reaches people during their journeys, represents the most suitable media to spread the Swedish company’s project to the public: thanks to the streaming service, the stories can be easily enjoyed even out of home, while people are awaiting for the public transport.
The Dude creative agency and the Personal Media agency, responsible for the planning of the campaign, collaborated to the realization of the project.