Condé Nast Italia announces with IGPDecaux the opening of the Experience Store Frame in the milanese headquarters in Piazzale Cadorna.
Summer is coming and it is already time to dream about the ideal travel destinations. WeRoad, the millennial community of travellers, launches its first Out of Home campaign with IGPDecaux to promote a new way of travelling and living the travel experience itself.
The campaign, on air from March 2019, involved different urban structures making IGPDecaux the protagonist of the outdoor initiative: the advertising involved the city of Milan catching the audience in the underground -thanks to a Maxi Network covering three lines- and around the city, thanks to several decorated Bus Shelters.
The campaign was aimed to reach a wider audience going out of the social and the digital dimensions. It was especially thanks to the Out of Home that the brand could achieve its goal, being it a media that is particularly able to create a connection between the offline and the online.
The visuals chosen for the campaign, accompanied by the claim "Prepara lo zaino, gli amici li portiamo noi", were infact the selfies taken by the WeRoaders who populated the Facebook and the Instagram community’s profiles. More specifically, seven selfies were selected as the subjects of the campaign, which made people dreaming their new destinations from Thailand to Patagonia. Moreover, the campaign was completed by the #WeRoadSelfie contest which invited all the young travellers to post their own selfie on Instagram with the opportunity to win vouchers for a WeRoad trip.
The campaign, characterised by an entirely user generated content, brought Out of Home the online community of WeRoad, who chose the effectiveness of the Out of Home advertising for its first offline debut because of its potential of intercepting people in their daily journeys.