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Pink Invasion was an instant event produced for Gazzetta dello Sport (the best selling sport newspaper in Italy). The special event took place in Piazza San Babila in Milan the weekend before Christmas – during the most busy time of Christmas shopping. 5000 pink balloons were thrown in the entire square (pink is the colour of the newspaper). The performance was a total surprise to passers-by. That is why we can now tell about their spontaneous reactions to the balloon invasion. The event made the news everywhere and especially on the web (facebook, twitter, instagram). Pink invasion was also the right occasion to increase the drive to store to the near Gazzetta Shop. In fact, those who had taken at least three balloons received a gadget and a 20% discount ticket. Result: a 25% increase in daily selling. Agency: TBWA MILANO Creative Executive Director: Nicola Lampugnani; Francesco Guerrera Creative Director: Francesco Napoleone Copywriter: Valentina Barone Art Director: Federica Facchini
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