The partnership between Europe Media and Var Group — Italy’s leading ICT services and solutions provider with revenues approaching €1 billion — stands as one of the most enduring and strategically significant relationships in Italian advertising. Six years of multi-channel campaigns, consistently delivering high-impact results.
Project Overview
| Client: Var Group | Channel: Railway Stations / DOOH |
| Country: Italy | Location: Milano Centrale + major Italian rail hubs |
| Date: March 2026 | Event: ZING 2026 — Rimini, October 2026 |
Context and Strategic Challenge
ZING is Italy’s premier event on digital innovation — a gathering that brings together over 3,000 decision-makers from the management, entrepreneurial and academic worlds. Following the success of its first edition, the 2026 event was set to once again transform Rimini into the country’s leading arena for technological exchange.
The challenge was to build awareness and drive registrations among a highly qualified national audience in the months leading up to the event — reaching the right people in the right environments.
The Solution
Europe Media designed and executed a large-format DOOH campaign across Italy’s busiest railway stations, with Milano Centrale as the flagship placement. The campaign activated Maxiled formats — the highest-impact digital displays in the station network — to intercept business travellers and professionals during their daily commute.
The Value of a Long-Term Partnership
Six consecutive years of collaboration between Europe Media and Var Group are not just a track record — they reflect a shared approach to media planning built on precision, consistency and measurable impact. For ZING 2026, that trust translated into a campaign designed to perform at the highest level, in the most strategic environments in Italy.
