Hello, Tananai? The interaction between the Out Of Home world and the digital world is affirmed through the analogue power of a simple telephone call with the campaign dedicated to Tananai created by Polydor/Universal Music Italia in collaboration with IGPDecaux and the NEWU agency.
In the Out Of Home campaign, promoted on IGPDecaux systems with a MAXI circuit in the underground and Premium shelters in the city of Milan, there was a telephone number to call: Tananai answered the HITLINE with amusing and engaging pre-recorded messages on the answering machine that varied according to the time of day.
Ranked last at Sanremo, Tananai is an artist, but also a phenomenon on social media: the campaign was taken up a lot by the singer himself on his profiles on which he posted photos or videos of him in front of the underground or bus shelters.
Extremely interesting is in fact the sentence that emerged from a story on Tananai's Instagram page in which he declares 'I can finally tell my mum I'm famous because...' while framing his face portrayed on the underground system, as if the true consecration of the artist's fame is manifested precisely through the Out Of Home campaign.
The interaction between OOH and the web was the winning key: the campaign on air for 14 days was accompanied by digital PR and engagement via the singer's social accounts. This combination allowed the OOH campaign to reach over three million people, including netizens and Instagram users.
There were more than 60,000, moreover, who could not resist the curiosity to call and find out what one of the funniest revelations of Sanremo 2022 had to say!
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