Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly search for innovative marketing ideas. This week he looks at how internet provider Fastweb surprised commuters in Milan in order to drive home a product promise.
The Monday morning journey to work isn’t famed for being a pleasurable experience. So, when commuters in Milan stepped off a packed underground train and found that they had actually been transported to Japan, their journey was suddenly transformed.
This brilliant activation was devised to demonstrate the super-fast fibre optic broadband service offered by internet provider Fastweb.
It’s a well-crafted live embodiment of a product promise that had passengers speed from Milan to Japan in one tube stop.
I particularly like how this wasn’t half-hearted. To give the experience an air of authenticity all the signage had been changed, the adverts on the wall were Japanese, Japanese people appeared on TV screens and Japanese teens loitered apparently waiting for the next train alongside Japanese businessmen and Geishas.
There are some great reactions from passengers as they step off the train; it took them completely by surprise and immersed them in a highly memorable, sharable and enjoyable experience.
It is a great example of how experiential marketing teamed with a sense of fun and humour can really get people talking.
Read more from Joss Davidge in our Clubhouse.