Galbani is celebrating 140 years of Dolce Vita throughout 2022. To mark the occasion, the famous Italian cheese brand launched a competition during the summer with its agency Serviceplan.

The prize? A dream trip to Italy... provided you can locate the place where you are staying.  

The idea behind the "Win what you see" campaign, devised by Serviceplan to celebrate Galbani's 140th anniversary, is to make people want to win a trip without revealing the exact location. And to launch the competition, Italy's number one mozzarella brand decided to go all out.

With a giant mural, 14 metres high and visible from the Hermann-Debroux viaduct in Brussels, where on average more than one and a half million vehicles pass every month*.  

With the title "Win what you see", the monumental mural depicted a landscape in Italy as the mystery location to be discovered.  Moreover, signed by the street artist ERES in partnership with Mediafield, the work benefited from a specific patented process that allowed the air to be purified. 

In parallel with the OOH, a 5" tag that accompanies the Galbani TV spots broadcast this summer was also produced to communicate the action. Serviceplan also took care of the digital side: from the OOH to the assets for social networks. Various clues were published throughout the summer to help participants locate the location of the trip to be won. These clues were posted on Galbani's social networks in the form of photos and videos, but also communicated by content creators selected for their love of the Dolce Vita, in partnership with BeInfluence, an influencer marketing expert. 

In order to make this campaign more 'Dolce Vita' - lively and grandiose -, Havas Media, Galbani's media agency, developed the media plan and amplified the campaign. 

Finally, Plan.net, the digital agency of Serviceplan, developed the pages dedicated to the competition. Participants could place several pins on a map of Italy throughout the summer. The pin closest to the actual location determined the winner at the end of the competition.

The campaign was a great success as it generated 16,000 entries.

* 1,839,000 people/month. Source: General Traffic Census