A “journey into pleasure” with Grisbì-themed service areas
On the highway, Vicenzi Group completely customizes rest stops by dedicating them to the original crispy shortbread filled with velvety cream
Stops during long highway trips will never be the same again: the Vicenzi Group, in fact, has launched a new project entitled ‘A Journey in Pleasure’. And for everyone, especially Grisbì lovers, an immersive adventure in taste, a sweet and alternative break, begins.
It involves the transformation of three service areas totally branded Grisbì for a high-touch journey with the brand, involving in a face-to-face experience with gluttony. Specifically, the fully customized highway rest areas are Limenella Est (Limena, Padua), Pioppa Ovest (Bologna) and Somaglia Ovest (Somaglia, Lodi). A project realized together with Urban Vision Group, creative-tech media company, and Neom agency experts in branding and packaging design.
The “stop experience ‘ will be ’on the road’ for the entire month of July and is designed to offer every Grisbì Lover an alternative and pleasant moment of rest during the 14-minute stop, which is the average time spent at the service stations calculated during the design of the campaign.
“Our idea,” explains Elena Personi Musola, head of Marketing and Communications at Vicenzi Group, ”is to propose animmersive experience in contact with the brand. The service area becomes not only a product distribution point, but also a strategic reception and enhancement hub to intercept and activate a dynamic audience”.
The “Journey into Pleasure ” is divided into two stages, outdoor and indoor. The first step of gluttony is upon arrival at the autogrill with the parking of one’s car; from here begins the actual stop in the service area that immediately strikes for the maxi banners and the chocolate-colored coating of all the windows. Theexperience then continues inside the facility thanks to digital totems and ledwalls to continue all the way to the exit and the restart in the car when you will most likely still be enjoying the last Grisbì in the package.