HELLO KITTY

Hello Kitty, a timeless icon that has once again enchanted citizens and tourists on the streets of Milan. To celebrate half a century of sweetness and friendship, Hello Kitty chose to transform a tram into a travelling pop art gallery in collaboration with IGPDecaux.

A "full-wrap" tram, decorated with Hello Kitty's most iconic graphics and colors, went along the streets of Milan, surrounding the city with a festive atmosphere and nostalgic memories. The tram's customization, both externally and internally, was carried out by the Brand Solutions team from IGPDecaux as a tribute to the half-century history of a character who conquered generations of fans worldwide. The tram route started at Piazza Cordusio and ran along lines 1 and 19. A call to action, clearly visible on one side of the tram, guided fans to the brand's points of sale, inviting them to discover the entire collection.

In addition, to celebrate Hello Kitty's world even more, an exclusive and interactive pop-up on the go was created. On December 5th, a Hello Kitty-branded “tram event”, which hosted numerous influencers, travelled through the streets of central Milan. For four hours, the tram became the heartbeat of a unique celebration, with the most creative, imaginative and imaginative social media posts for a dreamy, visionary and ageless audience.

To make the experience even more engaging and immersive, thanks to the partnership with Giochi Preziosi, Hello Kitty set up a special installation inside the partner's store in Piazza Duomo, recreating the atmosphere of the “tram event”. An original initiative to invite visitors to completely immerse themselves in the magical world of the character and discover the brand's latest novelties. 

The decision to use the “tram event” for the Hello Kitty campaign was driven by the desire to create a dynamic and engaging communication experience. The tram, in fact, is a vehicle that goes among people, capturing their attention and generating a strong emotional impact. Its itinerant nature also made it possible to reach a broad and diverse audience.