On air for more than a month, IGPDecaux's campaign for Island Records (the record label part of Universal Music, which includes most of the singers on the contemporary Italian music scene) conquered the Duomo M1 Milan metro station, quickly going viral on social channels. This is not the first time that an outdoor advertising project has gone viral on the Web, reaching very high levels of reach and engagement.
The campaign, a Station Domination featuring some of the faces of the record company, was created to speak to a specific target audience and, we can definitely say, a goal achieved both online and offline! The impactful creativity, well emphasised thanks to the play of colours used, brought to the fore photos of Elettra Lamborghini, Elisa, Elodie, Marracash, to name but a few, capturing the attention of passers-by in the metro. The sharing of posts and stories on Instagram, both by the target audience and the singers themselves, was such as to generate a Social Media Reach of 22.5 mln. Each plant was dedicated to a singer from the record label and featured a specific slogan, including: “Milano è tanta roba”, “Milano! Preparati alla nuova musica di … nel 2021” or “Milano, Play 2021”.
The campaign is further evidence of how OOH advertising is able to trigger a huge response in the online world, speaking to the right audience at the right time. Out Of Home is, once again, the sole media protagonist of a decidedly effective communication strategy, which exploits the potential of the medium to reach an even wider audience. Let us not forget, in fact, that last October the record company Universal launched an outdoor campaign, in the city of Milan, to spread the clues about the Italian trapper Sferaebbasta, and thus announce the artist's return to the music scene.
The contemporary music world, therefore, grasps the power of OOH communication - shared on social media - and allows users belonging to the target audience, but far away physically from the location of the campaign display, to become its full-fledged users.
Below are shots of the campaign, also shared by the singers on their social profiles:
