In order to illuminate Milan, Coca-Cola has chosen an urban transport icon, the tram - also, supporting the public transport service as a mean of higher security in a traffic-intense part of the year.Historic trams were converted into branded cable-cars of white light, spreading brilliance through the streets and serve as an iconic image for both the advertiser and the city.The cars toured the central area of Milan, spreading its positive message with the further support of actual Santa Clauses on board, distributing branded Christmas gifts at every stop. The Coca-Cola logo was highlighted at the head of the car, associated with holiday wishes from the Municipality. Adding a signal of social responsibility, the project was also engineered using low energy technology.The project was announced in a press conference that also featured prominent Italian political figures including a Minister and the Mayor of Milan.

Even amongst the already sparkling Christmas decorations of the city, the tram had an extremely positive impact on passers-by and passengers. Immediate reactions captured on the spot clearly show the deep success that this initiative had in enhancing the overall Christmas atmosphere.Also, due to its public component - as it involved local authorities and the support of their efforts in improving the life and aspect of the city - the action enjoyed a wide resonance and PR support, ranging from publicly expressed commendations from political personalities and the mayor, to press coverage, to word-of-mouth through the population of Milan.