UNCONVENTIONAL MARKETING
Goals
- Inform Trenord travelers about the ongoing class action lawsuit;
- Collect as many signatures as possible in just two weeks to reach the minimum number of signatories required to take legal action (5,000).
Solutions
- Video teaser;
- Digital PR, Buzz marketing;
- Flyer distribution and live performances in front of train stations in Milan (Cadorna and Garibaldi), Bergamo, and Brescia;
- Unconventional street event: specially created musical entitled “Che tribolare essere un pendolare” (4 performances per day, 10 dancers involved + 10 entertainers to distribute information materials).
Results
- 35,000 leaflets and 4,000 gadgets distributed;
- 6,136 signatures submitted to the Court;
- Extensive coverage from the press (Repubblica, Corriere della Sera + dozens of local clippings) and national TV (Rai, Mediaset, Sky);
- Honorable mention as an unconventional campaign at the International Events & Relational Strategies Grand Prix.
