SUBITO
The traditional marketplace Subito has launched a new communication campaign that redefined the concept of Christmas gifting. The insight that inspired this initiative is the Christmas sweater, traditionally seen as an unoriginal gift, but now, thanks to new trends, it has evolved into a true cult object.
To celebrate this evolution, Subito, in collaboration with Brand Solutions from IGPDecaux, for the second consecutive year, has created "QRistmas Jumper," an advertising campaign that highlights the ‘second-hand’ gift as a cool, sustainable, and original choice. Also known as a "pre-loved" gift, it is a unique option that carries its own story and soul, creating a special bond between the giver and the taker.
From November 18th for two weeks, a giant Christmas sweater appeared in four strategic locations in Milan: Piazza Argentina, Via Torino at the corner of Piazza Santa Maria Beltrade, Via Dante at the corner of Via Cusani, and Viale Gorizia near the Darsena.
The OOH advertising unit, besides being a visual attraction, also proved to be a real touchpoint for passers-by. Through QR codes integrated into the sweater's yarn, users could access a dedicated landing page where they could create a personalized and fun Christmas wishlist. Users could choose from a wide variety of patterns, colours, and funny phrases, for a virtual jumper that reflected their personality.
In parallel with IGPDecaux’s project, an innovative DOOH campaign went on air on digital MUPIs across Milan, featuring the QRistmas Jumper. Once scanned, the QR code led directly to Subito’s website. This immersive and interactive experience combined the physical and digital worlds, amplifying the campaign's impact.
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