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Pink Invasion
The roads of Milan’s shopping district are packed. The city is cold and grey. Not many people are going to the Gazzetta dello Sport Store.
Throw a ball to an Italian, and see what happens.
Gazzetta dello Sport made the people of C.so Vittorio Emanuele play, and gave them a 20% discount for their christmas shopping at the nearby Gazzetta Store. The discount, (surprise!)was printed on each ball. The activation resulted in a 30% increase in daily sales and made the Italian news headlines.