Notino x Radio Italia Live – Il Concerto | Milan & Palermo, Italy
Radio Italia Live – Il Concerto is one of Italy’s largest free live music events, organized by Radio Italia and broadcast nationwide. Held annually in iconic city locations, the concert brings together the biggest Italian artists and attracts tens of thousands of people on-site, alongside millions of TV, radio, and digital viewers. With editions traditionally taking place in Milan (Piazza Duomo) and Palermo (Foro Italico), the event represents a powerful mix of mass reach, live emotion, and mainstream cultural relevance.
Following the success of Sanremo, Radio Italia Live – Il Concerto became the natural next step in strengthening Notino’s presence on the Italian market.
Task
Continue building Notino’s brand awareness in Italy through the country’s most impactful music events. The objective was to:
Scale proven festival activations to a mass-audience concert format
Showcase Notino’s tech tools, especially the Magic Mirror
Translate the “Feel Good” brand promise into a live, shared experience
Maximize exposure through strategic partnership and media reach
Challenge
The key challenge was scale. Radio Italia Live – Il Concerto is a high-density, high-visibility event, both on-site and through broadcast. The activation needed to:
Work seamlessly for tens of thousands of attendees
Be instantly understandable and entertaining
Integrate with live concert production and LED infrastructure
Maintain premium beauty positioning while appealing to a broad audience
Execution
After negotiations with organizers and media partners — supported by market research conducted together with RAI - the decision was made to elevate Notino to the role of Title Partner, ensuring maximum brand visibility and ownership of the experience.
Building on what had already proven successful at Sanremo, we delivered a refined two-zone concept:
Notino Feel Good Zones
Two branded zones inspired by Sanremo activations, offering:
Exposure to Notino’s app tech tools
A welcoming, lifestyle-driven brand experience
Clear association between beauty, music, and self-expression
Magic Mirror on the Main LED Screens
We pushed the activation further by integrating the Magic Mirror directly into the concert’s LED screens, transforming it into a large-scale “kiss cam”–style experience:
Audience faces were scanned live
Makeup filters were applied in real time
Filters were developed together with L’Oréal, creating the Elodie beauty look - linking the activation to one of Italy’s most popular artists and L’Oréal ambassadors
This turned a digital app feature into a shared crowd moment, engaging thousands of people simultaneously and reinforcing Notino’s tech-beauty positioning.
Results
Activation zones remained consistently busy throughout both events
Magic Mirror LED activation became a crowd favorite, generating strong engagement and reactions
30,000+ attendees in Milan and 100,000+ attendees in Palermo
Strong national visibility through live event exposure and media amplification
ROI significantly above average, confirming the effectiveness of scaling proven concepts
Radio Italia Live – Il Concerto proved that Notino’s festival activations are not only repeatable but scalable - capable of moving from curated festival environments to mass-audience concerts without losing emotional impact or brand clarity. It became a key milestone in establishing Notino as a recognizable, feel-good beauty and tech brand in Italy.
