In 2015 Poste Italiane launched its IPO - the biggest european privatization.
It was a hard moment to go public, given the economic crisis and the distrust of people.
So, Poste launched an anthem campaign encouraging the whole Country to challenge the status quo and embrace the change.
The "WE ARE THE CHANGE" integrated campaign took place in two phases.
Results: request overtook offer by 4 times
453 million shares sold
3.364 billion euros global value
It was a hard moment to go public, given the economic crisis and the distrust of people.
So, Poste launched an anthem campaign encouraging the whole Country to challenge the status quo and embrace the change.
The "WE ARE THE CHANGE" integrated campaign took place in two phases.
Results: request overtook offer by 4 times
453 million shares sold
3.364 billion euros global value
Phase 1
Phase 2
TAKE A SHARE IN THE CHANGE.
Poste Italiane goes public.
