Martini has announced the launch of its new "Dare to be" campaign exclusively in Belgium via a powerful OOH station activation with Urban Media and Clear Channel.

The brand famous for its aperitifs chose Belgium as the first country to announce its new brand positioning and affirm its place as the leader of Modern Aperitivo. For the occasion, it wanted to create a meaningful experience for consumers by combining massive visibility and interaction. In addition to a national presence on 2m² street-level Adshel, Martini chose Antwerp-Central station, a place frequented by commuters and tourists alike, for a special activation action.

REPLACE WITH YOUTUBE EMBED: https://www.youtube.com/embed/7rv01nfnTlc

At the heart of this campaign is the installation of an ephemeral bar that allows the public to sample the non-alcoholic Martini range Vibrante & Floreale free of charge. This is an opportunity to taste some of the products in a prestigious and pleasant setting, while discovering the advertising spot broadcast on the XXL Led Wall placed behind the bar - a first for the combination of these two media! This approach, combining visual discovery and direct interaction through tasting, aims to offer consumers a complete brand experience!

The campaign can be seen until 17 March and is the result of collaboration between Martini, OMD Belgium & Luxembourg, Billups, Urban Media and Clear Channel.

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