Lendlease, in collaboration with IGPDecaux, launched an out-of-home campaign aimed at requalifying the Rogoredo metro station in Milan. The ooh campaign invited the Milanese to consider Rogoredo’s area as a lively and welcoming environment for both the local community and travelers.
The OOH campaign, on air from December 4th for 3 months, was conceived with the aim of attracting travelers, with focus on promoting the food & beverage services in the building next to the station. Considering the massive interchange of metros and trains, those high-speed ones included, the campaign sought to let know the other side of the station, encouraging travelers to explore the available dining and entertainment opportunities.
The campaign adopted a visually and textually approach which is simple and friendly. Graphics, copy and fonts were thought to immediately capture attention, giving a positive and inviting message.
The synergy between Lendlease and IGPDecaux generated effective results: the OOH campaign had a strong impact and played a positive role to the requalification of Rogoredo as a welcoming destination, not only for the already cohesive and united community but also for travelers.
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