A summery playlist for all passengers travelling through Milan’s Duomo M1 metro station: Warner Music Italy, a record label subsidiary of Warner Music Group, worked with IGPDecaux to come up with an Out Of Home campaign to promote a summer playlist featuring the most popular artists of the moment. “The summer you’ve been waiting for” is the copy accompanying the featured artists: Achille Lauro, Annalisa, Deddy, Dua Lipa and many more artists in an advertisement that offers an authentic dive into summer, highlighted by the summery colour scheme: the blue of the sea and the yellow of the sun.
The OOH campaign, live from 11th to 27th June 2021, also included push notifications (integrated for the first time in the execution of a station domination) which enabled travellers to listen to the soundtracks directly on their smartphone when tapping on the notification or by scanning the QR code featured on the ad. By tapping on the push notification, passengers could connect to Spotify, Apple Music, or Amazon Music and access the summer hit of their choosing. Then they could enjoy their journey with the sounds of their favourite artist.
Here are some shots of the campaign: