Media > Excellence in Media

HIDDEN OUTDOORS

PUBLICIS ITALY, Milan / BOTTEGA VENETA / 2022

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Overview

Credits

Overview

Why is this work relevant for Media?

Bottega Veneta launched an outdoor campaign that perfectly showcases its attitude – make noise without being loud. Thanks to a series of huge but almost invisible outdoors, we showed that we can go beyond typical media spaces and gain much more visibility than the typical billboards. In the end, millions of people heard and talked about out hidden outdoors without even seeing them live.

Background

Luxury brands try to be as visible as possible with their big logos, big installations and flashy branding while Bottega Veneta chooses to go to the opposite direction: no logo on the products, quitting social media and no flashy installations. But how do you apply the same principles in the most visible of medias – the Outdoor?

Describe the creative idea / insights

Hidden Outdoors, the first out of home campaign that people almost shouldn’t see.

Instead of buying the normal OOH media, Bottega Veneta placed its billboards in unexpected locations, out of most people’s sight, like The rooftop of a building that could have only been noticed by the people landing on LAX airport, a ceiling in Garibaldi Train station in Milano, on a big piece of the Great wall of China thet could have only been noticed from the plane or on the bottom of a Swimming pool.

All these Outdoors, although invisible, were picked up by the media and generated millions of views.

Describe the strategy

Born straight out of the Brand DNA from not having its logo on the products, Bottega Veneta lives by the concept of Invisibility that can make you the most visible, especially in a world crowded and loud.

Describe the execution

Following the launch of the fall-winter collection, Bottega Veneta begins to place its billboard in hidden locations, like on the ceiling of a station in Milan, in the canals of the Marina Bay and on the bottom of a swimming pool in Bondi Beach. The next billboard was on the rooftop a building next to the LAX, visible only to passengers before landing. And, finally, a part of the Chinese Wall, with a huge outdoor installation in the middle of nowhere.

List the results

More than 7 billion people didn’t see the campaign.

The Hidden Outdoors received a global coverage, recording over 800 million in global reach

48% more mentions in PR articles of Bottega Veneta

More than 500k organic interactions on social media

40% more sales than the previous years, same period

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