Target Italia accepted the challenge by creating an experience that not only generated product awareness but also actively stimulated demand and favored conversion. To achieve this objective, an out-of-home (OOH) guerrilla marketing activity was developed in some of the main Italian cities: Milan, Rome, and Turin.

Two actors in futuristic outfits attracted the attention of passersby with a puzzle, challenging them to solve it while explaining the extraordinary ability of artificial intelligence to do so in record time. This provocation sparked strong interest and healthy curiosity among the public, to whom stickers and explanatory flyers about the new processor were distributed. Within these promotional materials, a QR code directed users directly to the product’s online page, amplifying interest and facilitating access to detailed information.

The most interested people were also invited to collect a gadget in-store, thus creating a direct flow towards one of the selected retail stores.

Target Italia handled the entire management of the activity: from the conception of the concept and the realization of the gadgets all the way to the choice of the outfit and the personnel. More specifically, the futuristic costume was a strategic choice to create a visual link with the theme of Artificial Intelligence and spark curiosity and interest among passersby. Furthermore, the use of luminous helmets not only accentuated the technological aspect but also became a moment of active participation, thus helping to make the overall experience more engaging and Instagrammable.

Thanks to the combination of creativity and technology, Target Italia succeeded in transforming the ordinary promotion of a processor into an ULTRA engaging and memorable experience, capturing the public’s imagination and generating a tangible impact on in-store and online traffic.