Since its entrance in the Italian market as mobile company, Vodafone has conquered people’s heart all around Italy; But not everywhere…Rome, the capital, has always been the land of one of its main competitors: TIM.

We decided to create a storytelling that celebrated a common ground between city and brand: the attitude of approaching everyday life with passion and love.

Under the call to action “Live Red” we created a domination around the city, that could never pass unobserved: Take over of the tube station Termini and an OOH campaign prepared the city for an engagement format that involved the citizens to express what Rome represents for them.

By sharing their thoughts people could have the chance to win free tickets for the exclusive show with a top class lineup, held in one of the most historical and exclusive venues of the city: The Stadio dei Marmi.