To celebrate the opening of the first Armani Exchange Store in Italy (Milan), we designed and built Adhoc special vending & lottery machines that allowed the public to engage with the most iconic symbols of the brand, the basics, in other words, the nuts and bolts.

The operation was reproduced in Milan, Amsterdam, and Berlin recalling the famous key visual of the 1991 AX campaign of New York, using Nuts & Bolt's imagery. Now the brand is returning home so, we looked at its history and transported it to the present. That is how the BACK TO BASICS concept was born.

We started by designing the experience of a landing that hosted an online mini-game, which can be accessed via registration, thus building the first database for the customer. Users who successfully completed the game received an invitation to the store opening and a QR code to be used to participate in a lottery. Once in the store, through the QR code received after playing online and / or received in location, the customer could try his luck as in a lottery by expanding the experience in the physical world through two special vending machines designed and produced ad hoc. More than 10,000 gadgets, 300 A | X t-shirts and 30 giftcards worth € 750 are up for grabs.

Target 18-35 years old, living in Milan Amsterdam, and Berlin. We launched a mini digital game to attract the attention of the audience and to gather leads to enrich our database. As a next step, we have launched the in-store contest to drive our audience to the store. We have boosted our connection with the younger audience by involving digital creators, Tiktokers, in our communication.

The pilot project has launched in Milan. The activation started with a digital game that went online on January 20, 2022, and continued until February 28, 2022. During the last days of the activation, on February 19, 2022, we launched the in-store contest that lasted until February 28, 2022.

The pilot activation reached the established goals and surpassed them, so the activation has been replicated by Amsterdam (from April 5, 2022, to May 5, 2022) and Berlin (from May 12, 2022, to May 21, 2022), adapted to their local languages.

The success of the operation, which lasted a week, involved the public, journalists, influencers, Tiktokers, and more. Also, Re George did us the honor of participating.

And in just one week, we have reached expressive numbers: almost 8000 registered users, more than 6000 users played in store, 92% walk in players, and 45% players reach by ads.