Sky Italia

OOH is... Drive to Store! The IGPDecaux campaign for the new SKY Store in Milan

For the opening of the new Store in Milan, SKY communicates Out Of Home with a campaignsigned IGPDecaux, designed to reach the audience through effective and impactful advertising. Five canopies were completely branded by IGPDecaux's Creative Solutions, which made the OOH advertising initiative a real Drive to Store, ensuring visibility to the Brand and making it easier to reach its brand-new point of sale in Corso Vercelli.

The creativity, echoing the brand's iconic colours, caught the attention of passers-by also thanks to the amusing copy that accompanied the graphics: Ciao Milano. Il nuovo negozio SKY è arrivato. The systems involved in the planning, positioned in the vicinity of the Brand's new Open Space, therefore offered Out Of Home an anticipation of the SKY experience that people will live inside the shop.

Also supporting the initiative was a Jumbotram entirely decorated by the creative communication (Full-Wrap) and a Network Vision circuit covering strategic points, which spread the news of the new opening in the streets of the city.

The campaign, on air for a fortnight from 13 April 2021, was realised thanks to IGPDecaux, with the Creative Solutions Unit, and the Wavemaker Media Centre.

Which systems are involved?

Brand Shelters

Full-Wrap

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Centro Direzionale Milanofiori
Strada 3, Palazzo B10
20057 - Assago - MI
Tel: 02/654651
Fax: 02/6599037

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direct marketing purposes, aimed at promoting IGPDecaux's services, products and brands, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Art. 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions that will replace/supplement the aforementioned legislation;

the performance of analysis and market research activities, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Article 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions that will replace/supplement the aforesaid legislation;

the sending of newsletters and periodic updates (e.g., by e-mail) relating to products, services, initiatives and events organised by or in collaboration with IGPDecaux, including invitations to the aforementioned events, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Article 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions which will replace/supplement the aforementioned legislation.