Because size really does matter!

It must be plainly obvious by now that I have a thing for advertising and public relations.  Some people collect stamps, others teaspoons and I collect ad campaigns!

So as I was browsing some sites earlier this morning, image my intense delight in coming across this jewel in Business Insider:

Submarine Rises Through Milan's Pavement In Ridiculous Publicity Stunt

 

Picture:  @MediasetTgcom24

Firstly let me put your minds at ease - no actual damage was done.  The campaign called "Protect your Life" is run for Europ Assistance IT, an insurance group based in Italy.  A group of people created the scene very early in the morning - fake submarine and all - and waited for the public to arrive and start spreading the news.

It is a great example of buzz marketing.  Everybody took photos and were on social media in a flash.  In this way the campaign's reach spread far beyond national borders.  It is memorable due to the shock value, but also the connection between protecting your city/country against an invasion and taking out insurance to protect your life.

What do you think - brilliant PR stunt or did they go too far?