As many potential readers of free newspapers are by definition people who travel every day in public transports, instead a conventional mass media strategy, we concentrated all our effort just in developing impactful and attractive outdoor actions in the actual distribution sites: in tube entrances and exits, bus shelters in bustops, local train stations. We targeted all our effort at these “changeover” points, converting them into QUE territory, by covering them with our logo.

We transformed the QUE launch into a social phenomenon, generating widespread comment about the advertising and promotional activities amongst underground users and at the same time we achieve the measurable return of investment objectives of the Client.