EUROPA 242, PRINT, GUERRILLA

BRIEF: Communicate the launch of the new luxury residential complex designed by Renzo Piano in Rome’s district of “Eur”.

SOLUTION: The creative solution founded, conveyed through billboards and ambient media, was to put the objects that represent luxury and pleasure of living (such as a car, a boat or a statue) as the first tenants of this new and luxurious wonder by Renzo Piano.

RESULTS: The campaign, disclosed to a very narrow target, in the first three months of its launch, led “sales on paper” approximately 20% of the total apartments amount.