In a sunny day of october, the passers by of Milan down town have assisted to an apocalyptic scene. In fact, Via Mercanti, a famous street a few passes by the Dom has been the stage of the Submarine #L1F3 that emerged unexpectedly through the pavement. After an initial dismay of many, it has been evident that the surreal situation was a well confectioned publicity stunt of Saatchi & Saatchi Milan for Europe Assistance the Insurance company part of the Generali Group.
I would say, a well orchestrated Guerrilla Marketing Campaign that has completely conveyed the message of the brand “ unexpected situations can happen…save your #L1F3!“
It is an amazing example of how so effectively the brand message catch consumers off their guard trying to engage them. Consumers themselves enter the brand world for a few minutes, discovering its values and characteristics to whom they can decide to adhere or not simply switching off that communication.
What do you think?