It is a network devoted to immediate activation that provides for the possibility to interact with the advertising campaign thanks to the inclusion of elements such as QR Codes. The Phygital circuit not only attracts the attention of users, but also encourages them to connect with the brand communication thanks to customised solutions.  The 
locations were selected by analysing the best standing areas within the underground network: indeed, users are more likely to have time and ground for interacting when they are waiting and need to spend time.