The Milan stock exchange building became a giant billboard Wednesday evening for online gambling group Paddy Power's latest 'cheeky' publicity stunt. The gambling company wishing to publicise its successful penetration into the Italian online gambling market projected giant images of a slot machine onto the building.
The message reading: "Dealers, financiers, bankers... once in a while play with your own money" was a sting in the tail for financial services execs, portraying the famous 'middle finger' sculpture by contemporary artist Maurizio Cattelan.
According to Paddy Power regional md Giovanna D'Esposito, the company is very close to the set target to challenging major Italian companies like Lottomatica, Sisal, and Snai for top market share.
D'Esposito also revealed that their plan is to increase staffing in Italy by 30 percent to a total of 50 in 2013.
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