Objective Campaign :
Make some buzz around the Italian brand, and reward the winner of the contest.
Increase consumer interaction with the brand, by making participate them at the contest by sending pictures.
Increase social media followers.
Media Characteristics :
A fullwrap tram from 112/09 to 02/10
An “innovate” full wrapped bus shelter with little winner award ceremony
Reason best Practice :
It shows the complementarity between ooh and other media (digital in this case)
Digital was used to step up the contest and OOH & his flexibility were used for the reveal of the winning picture.
It’s a small campaign but it sometimes less is more, just goes to show that a campaign doesn't always have to be huge to work.