ATAC ROMA ADVERTISIGN CAMPAIGN
Advertising Campaign Aiming to Promote the ATAC Digital Ticket, Easily Purchasable via SMS through Partnerships with TIM, Vodafone, and Wind3.
Communication Strategy
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Competitor Analysis: Before developing the campaign, a study of key competitors was conducted. This analysis identified the strengths and weaknesses of existing offers and highlighted unique opportunities to differentiate the service.
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Choice of Graphic Style: After carefully evaluating potential graphic styles, a modern and engaging design was selected to capture the audience's attention and clearly convey the campaign's message.
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Custom Logo Design: To add personality and recognisability to the service, a unique and distinctive logo was created. This logo featured prominently on all promotional materials, helping to build a strong and consistent identity for the ATAC digital ticket.
The campaign graphics were displayed on billboards and other visual media at Rome's metro stations, using various formats to maximise visibility and impact. The reverse side of ATAC paper tickets was utilised to promote the digital service, reaching current public transport users directly.
Bright colours and images of people in motion represented the dynamism and convenience of the service.
Support material: