Condé Nast Italia announces with IGPDecaux the opening of the Experience Store Frame in the milanese headquarters in Piazzale Cadorna.
From the 10th to the 16th of June Sammontana offered a relaxing sweet break on the special tram realized by the IGPDecaux Creative Solutions, giving the opportunity to taste the new ice-cream line "Amando" -based on almond milk - gluten free and 100% made of vegetal-based ingredients - launched by the brand to innovate its offer meeting the needs of the consumers.
The tram has been entirely decorated and set up by the IGPDecaux Creative Solutions: outside a vivid visual caught the attention of passers-by while, inside, a comfortable space has been enriched by cushions, branded coffee tables and seating elements to accomodate the passengers, immersing them in the pleasant summery atmosphere. Two hostess on board invited the passerby-s to get on the tram for a free degustation of ice-creams, giving them a tasteful and refreshing sweet break. Moreover, to make the onboard experience even more enjoyable, the backdrop was dedicated to selfies and funny shots which inspired the passengers’ creativity, thanks to the summer-themed accessories available for the shootings.
The streets of Milan were the protagonists of the campaign: the sweet break offered to the passers-by was completed by an hour and a half tram route, through the iconic places of the urban center, starting from Piazza Castello.
The special tram was realized by the IGPDecaux Creative Solutions in collaboration with Weber Shandwick, the Robilant Associati creative agency, the Wavemaker media center and the WPP agency Kinetic specialized in the OOH planning.