From the 24th of June until mid-July, it is on air the OOH campaign realized by IGPDecaux launching the new Sammontana ice-cream
"La differenza si sente" (“The difference is hearable”): this is the claim of the national coverage campaign created by Studio Marani with the photos taken by Carlo Mogiani for Radio Capital, on air on the IGPDecaux's urban strucutres. This is not the first time that one of the main radio broadcasters chooses the Out Of Home media for its advertising strategy, exploiting the potentiality of the exterior transit.
The “in-the-car-listening” is one of the main ways of enjoyment of the radio channels; the most iconic profiles that identify the Radio industry audience are actually the car drivers. The advertising message placed on buses and trams catches the attention, turning often into an effective call to action. The Radio Capital campaign, on air for more than two weeks starting from January the 29th, involved several cities (Milan, Turin, Rome, Bolonia, Genoa and Florence) and different urban structures. The Full-Back - Back-sided sticker decoration - ensured frequency, coverage and capillarity, which are the strengths characterizing the exterior transit. Furthermore, thanks to their proximity to the traffic flows, they make the advertising message very impactful.
The OOH campaign also involved the new digital screens installed by IGPDecaux in the milanese undergroud. The iVISION involved the M1, M2 and M3 undeground lines reaching a wider audience and a greater engagement, especially thanks to their larger size and the improvement of the content quality.