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Project:
The road is ours!

Brand:
Intralot Italia

Vertigo Design carried out an integrated awareness campaign for Intralot.
The integrated awareness campaign devised and carried out by Vertigo for Intralot is one-of-a-kind, as it was conducted using Guerrilla Marketing, Ambient Media and Advertising (billposting, TV, press, radio).


Some campaign figures: 212 betting parlours in 18 regions of Italy, 800,000 flyers with bonus-cards, 100,000 electrostatic PVC stickers, 2,500 stickers put in shop windows, 9,000 footprint stickers, 5,000 corner flags, 350 penalty areas and 21kms of white line paint

One of the features of Guerrilla Marketing includes setting up fake corner flags on signposts, thereby turning anonymous areas of the city into parts of a football pitch.

250 promoters worked tirelessly, setting up objects such as footprint stickers near Intralot betting parlours, transforming parts of the city.
PVC stickers make cars parked near Intralot points look as if their windows have been broken.
The same “trompe d’oil” effect is given by PVC stickers placed on the back of coaches.

Another aspect of promotion included distributing 800,000 flyers containing Bonus Cards for a free game.


Stickers on 6x3 metre billboards near Intralot betting parlours.

Roughly 1,000 billboards were personalised to point out Intralot betting parlours to passers-by.