Discovery Italia | IGPDecaux

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Discovery Italia

The effectiveness of the Qr Code in the IGPDecaux campaign for the launch of 'Naked Attraction Italia'.

On air from 15 to 28 February 2021, the Out Of Home campaign promoted by Discovery Italia on IGPDecaux's equipment, celebrated the launch of the Naked Attraction Italia programme on Discovery+, the Discovery Group's new streaming service.

Over 110 IGPDecaux installations were involved in the planning, and 9 Italian cities were selected for the outdoor advertising project: Bergamo, Turin, Ancona, Naples, Rome, Palermo, Genoa, Bologna and Florence. The creativity in communication depicted naked male and female bodies accompanied by the call to action "Guarda di +", made even more engaging thanks to the presence of a Qr Code positioned at the intimate parts, inviting passers-by to find out more about the initiative. And no less than 4300 scans were made in 14 days, demonstrating how the Qr Code is an excellent tool for linking the offline and online worlds, and a very effective solution for a campaign integrating OOH Advertising and Web

The project was realised thanks to the collaboration between IGPDecaux, Discovery Creative - the Group's in-house creative factory which developed the creativity, and Mediaclub, responsible for planning.

Here are a few snapshots of the campaign, which involved several IGPDecaux installations: from Network Vision in the metro, to street furniture installations, to canopy circuits.

Which systems are involved?

Underground Vision Network

Bus Shelters + Mupi

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