Milan public stunned by submarine breaking through street in hoax M&C Saatchi insurance campaign
M&C Saatchi Milan staged an unusual stunt for a campaign recently which involved a submarine stranded on a Milan street after breaking through the ground, leaving passers-by stunned.
Well, not really, but it took a while for the public to realise they’d fallen for an elaborate promotion for a new insurance protection store from Genertel and Europ Assistance just around the corner.
Stunt Ambulances, firefighters and the National Guard were all on hand to set the scene and bystanders quickly took to their smartphones, with pictures capturing the social-media friendly name of the sub, #L1F3, prompting a national Twitter trend and nearly four million media impressions in a matter of hours.
Content created with:
m&c saatchi
Find out more