Impact and surprise: these are the two main drivers used to plan Vodafone Casa print campaign. The aim was to highlight the product innovation in the most important National newspapers, daily free press and Newsmagazines, exactly the place where people can read and think about what’s new in the world.Unusual formats were employed: fake covers, domination of the front page and back page, consecutive ads, pop up (newsmagazines), in a short time period.High frequency and impact built the “print domination” with a funny side of it: we painted in red (with a red fake cover) an important right-wing daily, Il Giornale. It was a first time action that created attention and media buzz.

24 titles were used with 32 issues, that means high coverage and frequency against the focus target.Over 4 million readers had the opportunity to see the campaign.