IGPDecaux, the Italian branch of JCDecaux, and Waymedia (http://www.proximity-
Two MobiTouch CUBE systems were installed in a underground station close to Fieramilanocity, the exhibition venue, sending out a movie clip to the passers-by; the multimedia content described IBM's business solutions for small and medium enterprises.
“It is an innovative direct marketing campaign, in line with IBM's hi-tech vision” commented Alberto Rossoni, IGPDecaux Innovate Project Manager.
By using Bluetooth Marketing strategy IBM was able to engage more personally with SMAU's visitors; moreover, thanks to this campaign, the passers-by knew exactly where to go to meet IBM inside the fair.
