The Italian leader of web housing portals, enhances its presence "on the road" by personalizing fifteen trams in Rome, Milan, Turin and Florence.
On the occasion of the launch of IT, thriller horror movie by Andy Muschietti, from the original dreadful best-seller by Stephen King, Milan's Digital Shelters became Smart.
The firs Smart Content by IGPDecaux has been released for the contextual communication campaign of Warner Bros Italy, that used two Smart Content standard features: different visuals were broadcasted according to day or night and according to weather conditions. The message was ment to attract public by giving them the a hint of suspance and fear as if they were at the movies, its efficency was boosted by the ability of the system to adapt to external conditions granted by data feeds, as well as the screens high resolution that enhances motion graphics.
The campaign, planned by Kinetic, perfectly reflected the concept of "contextual communication planner" behind their positioning.