Imagine boarding a train in Milan and getting off in Tokyo–and that too in just a matter of few seconds. That is what the commuters experienced when FASTWEB, along with M&C Saatchi (of Milan), decided to transport them halfway around the world through an exciting guerrilla stunt aimed at establishing Fastline as the fastest broadband connection in Italy.
The Moscova subway station in Milan was transformed overnight into what seemed like the Shibuya station in Tokyo, Japan. 120 Japanese actors were used with extensive wall adhesives to bring the experience to life. Fastweb billboards were placed around in Japanese, with QR code translations, and, as if that was not enough, the strategy was taken to the next level by the visitors’ abilities to actually check-in at Shibuya station, Tokyo.
This is a good example of experiential marketing that not only overwhelmed the commuters, but also gave them something to talk about. The execution generated buzz through word of mouth, social media and PR, along with attracting the media and new visitors.
I believe guerrilla-marketing campaigns are more impactful for market development and behavior change. Would you agree?