Project Info
Client:
Infostrada SpA
Task:
Ducati Corse In Mall Promotion
Timing:
2001
About Project
Infostrada has been Ducati main sponsor in the Superbike World Championship; in order to further promote this winning partnership, RTR has created a promotional tour to be held in shopping centers around Italy.
Aim of the campaign was:
- subscriptions of Pronto 1055’s (with CPS- carrier pre-selection-) contracts
- advertising the brand
- building on a trust-based relationship with customers
Locations for the campaign, in addition to 3 stages of the SBK World Championship (Monza, Misano and Imola), have benn 17 amongst the biggest Italian shopping centres; the campaign was conducted through a travelling commercial operation that allowed Infostrada to make the best of the communicative and interactive media that shopping centres represent.
All the customers who, after having visited Infostrada’ stand, decided to subscribe to a Pronto 1055’s contract, immediately received Infostrada’s gadgets and had the chance to win further prizes, such as: sun-glasses, helmets, jackets, free passes to the competitions… customers also had the possibility to participate to the final extraction of a Ducati Monster 750 or, in alternative, of the same amount in free calls. Free and available to everybody was the opportunity to have a souvenir photo taken riding the official Ducati’s bike, as used in the competitions.
What’s more, every visitor (even those who decided not to subscribe to a contract) could enjoy a free ride on the ride-simulation video games; wearing Infostrada and Ducati’s colours and experiencing all the excitement and fun of a real race.
