At Fuorisalone the innovative OOH campaign for Voilàp Digital retail showrooms

The Out-of-Home, mobile-first and hyperlocal campaign,
by Pladway for the company Voilàp Digital in the key days of the ‘Salone del Mobile’ in Milan


Pladway, the programmatic advertising platform part of Voilàp group, presents the results of the Out-of-Home, mobile-first campaign, conducted for the company Voilàp Digital during the key days of the ‘Salone del Mobile’ in Milan.

Thanks to the MOOHbile, hyperlocal campaign, Voilàp Digital has been able to intercept the target Business audience to which present its solutions of innovation in Smart Retail.

In the week of relaunch for the Design sector after the forced pandemic pause, the campaign wanted to emphasize the need for the retail sector to embrace a new way of conceiving retail spaces, making them smarter through the use of digital.

As Federico Caiumi, CEO of Voilàp Digital, illustrates. “The Voilàp Store model looks at digitizing the assortments, integrating digital and online advertising logics in the physical showrooms, to open scenarios and forms of relationship with consumers that take into account their modern preferences and buying habits, improving the experience of fruition, choice and purchase of brand products. For a company like ours, devoted to innovation, it is essential to invest in a fast-growing means of communication and promotion such as DOOH, even more so in combination with mobile devices, which, in a moment of reconquest of public spaces by professionals and citizens, contribute to favour the encounter with the brand messages presented in open-air contexts”.

The Pladway account team supported the company in the selection of the most suitable formats and screens to reach the audience of interest, purely business, and to maximize the relevance of the company messages, made functional for a continuous tracking and measurement on mobile devices during the seven days of the Salone, along the streets of the main districts of the Fuorisalone. “We are very pleased with the favor that Voilàp Digital’s campaign has met,” said Marco Orlandi, CEO of Pladway. “The results and the performance obtained are a newfound confirmation of the validity of the digital Out-of-Home medium and, in particular, of its level of flexibility and adaptability for advertising campaigns in every sector, which are increasingly integrated.”

Results and evidence in brief:

  • 10 districts covered in the city of Milan
  • +60% of reach in target reached
  • Interstitial format the most effective