Why an Internet Provider Put a Whole Town Up for Sale

In Italy, 9,937,212 people live in towns with less than 5,000 inhabitants.

Nevertheless, these towns are dramatically depopulating. This is why EOLO, an Italian local internet provider, decided to donate 1 million Euros every year to support Italy’s smallest cities.

But to bring this story to the public, first EOLO’s ad agency DUDE had to turn the spotlight on this real issue. In partnership with the small town of Esino Lario, they launched a shocking campaign on the subject of depopulation. 

Esino Lario was put on sale, with a video message from the mayor himself and a dedicated website. 

The news was covered by media across Italy, with additional coverage on national television, on all sorts of programs, from news programs to political debate, satirical formats to daily shows. When virtually everyone in Italy had heard about Esino’s situation, EOLO announced the initiative in a press conference, connecting the brand to  what had by then become a national conversation.