Transportation motivation. Waiting for the tube or bus on the way to school is boring. We used this time to run a competition for a Scooter alongside our advertisements. As a means of transport, the Scooter is the epitome of joy for Italian youth. Dominating the train station, our eye-catching colours, linked to the individual tube line (red, yellow, green) catalysed attention and expressed a sense of joy within the grey context of the tube.

Development of AZ share was build totally on top of other SKU.

There was no cannibalization.

483.200 samples were given away to the consumer.