IGPDecaux's OOH campaign for Universal Music, on air in October and November 2020, brings the famous Italian trap artist Sfera Ebbasta to the stage. The singer chooses the city of Milan and the Out Of Home media to spread clues about his new album: the advertising involves street furniture, with two circuits of bus shelters, and the underground, with a network of Maxi systems. An impactful teaser that unleashed the world of the Web, speaking in particular to the artist's target audience. Only two symbols were the protagonists of the creative communication, the singer's identifying figures, the initials $€ and his jewelry. 

It is interesting to see how, in this case, the medium OOH, which usually lives in real and geographically circumscribed spaces, managed to communicate not only to the city of Milan, but to reach fans all over Italy. The content they shared on Instagram generated, between likes and comments, 310 thousand interactions and a net Social Media Reach of 2.7 million users. Sfera Ebbasta himself shared some photos of the shelters with his 3.4 million followers in his Instagram Stories, accompanying them with the phrase 'something is going to happen'. The hype was triggered solely by the Out Of Home campaign, as no social or web campaign was associated with the initiative.

Out Of Home, therefore, no longer exists only in the real context as a media that lives among people but evolves and crosses the physical boundary thanks to the power of the Web, thus becoming an increasingly effective media. 

 The teaser campaign was followed by Station Domination, on air at the Duomo M1 metro station, which finally announced the release of the artist's new album.