The poster action in Trento and Rovereto
Similar actions should be carried out, as they can be very successful
and very effective. It is important to show the bus as a place
of new experiences and adventures, of pleasant situations, as
a comfortable means of transportation, which can be used anytime
during the day and in any situation. To be successful, similar
actions need to consider:
Using appropriate images: images appeal to the needs and feelings
of the observer, establish a first contact, can be easily assimilated,
can fulfil the human desire of experiences and adventures, create
memory of emotions, and are a direct tool for communication.
Using faces on pictures: faces speak clearer than text, allow interaction
with the observer, and allow identifying with the situation.
Using beautiful images: beauty is a fundamental human need and an
important factor in life. Beauty is important to attract attention.
Using appropriate text: the text is the oral solution of the image
(poster). The text describes an indefined situation, gives a moment
of freedom, which is of fundamental importance. In this specific
case the text offers also a moment of surprise: "Ti aspetta sotto
casa", it is not waiting for the bus, but the bus waiting for you.
Also the sentence "Un amico sotto casa", a friend in front of your
house, signals a service with your needs at heart.
Using a modern graphic style: the graphics has to be clear, without
disturbing elements, immediate in the perception and easy to understand,
and must focus on the interest of the observer.
The bus is in competition with the car. Therefore the level of communication
has to be high and the approach as emotional as car advertising is.
The activity in Trento and Rovereto can be successfully transferred
to similar situations, provided some important aspects are taken into