Bauer Media Outdoor Belgium x San Pellegrino
The objective was to create standout visibility for the launch of San Pellegrino’s new CIAO! range by transporting Belgian commuters to a sunny, Mediterranean state of mind. Through a combination of nationwide MOF formats and a full-scale station takeover, the brand aimed to build awareness, generate an emotional, feel-good connection with the public, and drive product discovery through on the ground sampling opportunities.
The campaign combined national reach with a high impact local takeover. Across the country, San Pellegrino used 36m² MOF billboards and Billboard Live Street formats to spread the campaign message.
At Antwerp Central Station, the space was transformed into a fully immersive environment using Supersized Frames, Elevator Walls XL, Wrapped Railings, Full Wrapped Escalators and Full Wrapped Stairs. Messaging was tailored to the commuter context, with lines such as “For those dreaming of the Sicilian sun, but waiting on the platform.” The campaign was further supported by CIAO! themed pop-up tastings in Antwerp, Mechelen and Namur, giving passers by the chance to discover the range first-hand.
This campaign shows how OOH can combine national scale with hyper local relevance, pairing a broad billboard rollout with a fully immersive station takeover that rewards commuters with a richer, contextual moment. By transforming everyday commuter spaces into colourful Sicilian landscapes, the campaign created emotional engagement through a simple idea: offering a journey without a ticket, but with a genuine promise of freshness. The tailored messaging, directly speaking to the experience of waiting on a platform, shows how OOH can turn a mundane daily moment into a branded escape, while the pop-up tastings in Antwerp, Mechelen and Namur extended the campaign from pure visibility into hands on product sampling and discovery.