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Rinascente
The media
Abilitya established a partnership with Autostradale, a leading bus company that transports tourists to and from the three major airports surrounding Milan (Malpensa, Linate, and Orio al Serio). Autostradale serves over 2 million passengers annually, who are primarily well-educated (50% have a college degree) and high spenders, mostly traveling for leisure.
On all buses traveling to these airports, Abilitya installed displays that can be fully customized with the featured brand identity and QR codes. These QR codes link to digital campaigns managed through Abilitya's Phygital platform and are accessible via passengers' smartphones. The displays are placed on the back of every seat, ensuring brand exposure and allowing the featured brand to communicate promotions and special discounts effectively.
La Rinascente & Global Blue campaign
La Rinascente is a prestigious Italian retail chain known for its luxury department stores. Established in 1865, it has a long history and is renowned for offering a curated selection of high-end fashion, beauty products, home goods, and gourmet foods. La Rinascente operates flagship stores in major Italian cities, with the most iconic being in Milan. These stores are not only shopping destinations but also architectural landmarks, often hosting cultural events and exhibitions.
La Rinascente was featured on the display from February to June 2024.
The company opted for a campaign mainly focuses on brand awareness with 3 of the 4 QR codes linked to the website page presenting the brand. The campaign also featured a 15% off promotion with a specific landing page.
The space at the bottom was devoted to Global Blue. This company is a leading international provider of Tax-Free Shopping and other financial services for tourists. The company offers services that enhance the shopping experience for international travelers by facilitating VAT refunds, providing currency conversion, and delivering a range of marketing and intelligence solutions to retailers. Global Blue decided to link the QR code to the registration form for tax refund.
The results
The La Rinascente and Global Blue campaign reached over 432,000 passengers in four months, generating more than 24 million minutes of brand exposure.
On average, 1% of the passengers who were exposed to the campaign interacted with the QR codes. Among those, 82% engaged with La Rinascente’s QR code, while the remainder accessed the Global Blue registration form.
Overall, the campaign provided significant visibility for both Global Blue and La Rinascente among travelers to and from Milan's three airports. However, interaction with the QR codes was lower than anticipated, primarily due to the campaign's "institutional" messaging rather than a more engaging promotional approach.