# Supersized Submarine Stunts The Milan Submarine was Installed by Ad Agency M & C Saatchi By Alyson Wyers | Published 2013-10-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/milan-submarine References: [thisiscolossal](http://www.thisiscolossal.com/2013/10/a-huge-submarine-bursts-through-the-streets-of-milan/) & [mcsaatchi](http://www.mcsaatchi.com/milan) The Milan submarine is making news as it appears an old ship broke through the streets of the historic Italian city. In reality, it was an extremely clever [publicity stunt](https://www.trendhunter.com/trends/mwcurated) orchestrated by [ad agency](https://www.trendhunter.com/trends/legitimate-you) M & C Saatchi. The Milan submarine was planted in conjunction with a skit in an effort to advertise the insurance services offered by Europ Assistance IT and Genertel. The live re-enactment occurred on October 1st and was intended to raise awareness around safeguarding one's possessions in the event of unforeseen unfortunate incidents. The absurdly large submarine ship was installed to look like it came bursting through the Milan street. The stunt drew a [large crowd](https://www.trendhunter.com/trends/3d-billboards), which should not come as a surprise. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 85% | Activity: 89% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Why This Trend Is Growing - **Large-scale Publicity Stunts:** Opportunity for businesses to generate attention and brand awareness through epic and unconventional events or installations. - **Creative Brand Partnerships:** Collaboration between businesses or agencies for unique and engaging marketing campaigns. - **Unconventional Advertising Tactics:** Exploration of unconventional methods to capture the attention of consumers and stand out in a crowded advertising landscape. ### Industries Being Reshaped - **Advertising and Marketing:** Disruptive innovation opportunities for agencies and brands to create memorable and attention-grabbing campaigns. - **Insurance:** Opportunity for insurance companies to promote unique and creative coverage options to protect possessions in unforeseen situations. - **Event Planning and Production:** Potential for event planners to create and execute captivating experiences that generate buzz and press coverage. ## Related on Trend Hunter - [Urban Egg Installations](https://www.trendhunter.com/trends/humansized-egg-installation.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Interactive Sandwich Billboards](https://www.trendhunter.com/trends/sandwich-billboard.md) - [Miniature Sub Sandwiches](https://www.trendhunter.com/trends/worls-smallest-sub.md) - [Submarine-Storing Superyachts](https://www.trendhunter.com/trends/submarine-storing-luxury-yacht.md) - [Luxe Submersive Superyachts](https://www.trendhunter.com/trends/migaloo.md) - [Gargantuan Digital Lifeguards](https://www.trendhunter.com/trends/public-safety-initiative.md) - [QSR Blimp Restaurant Experiences](https://www.trendhunter.com/trends/subway-in-the-sky-promotion.md) - [Compact Luxury Submersibles](https://www.trendhunter.com/trends/hightech-submersible.md)