‘Hand in your current iPhone and pay in up to 16 instalments’. This is Movistar’s enticing offer to subscribers of the Movistar Swap service, allowing them to enjoy the new iPhone 18 Pro. The campaign is already on display in grand style on the screens at Callao City Lights.

A new campaign from a car manufacturer is now on our screens. Renault is kicking off the autumn with a campaign inviting people to test drive its revamped Clio Esprit Alpine at the brand’s network of dealerships. The advert features the new car, which can now be seen at Callao City Lights.

L’Oréal Paris transforms Callao into a huge urban catwalk with the live broadcast of Le Défilé
On 28 September, Plaza del Callao was transformed into a grand stage for fashion and beauty to mark L’Oréal Paris’s Le Défilé, the brand’s international fashion show held in the French capital as part of Paris Fashion Week. Under the slogan “You’re worth it”, the glamour of this major event and the brand’s commitment to diverse and inclusive beauty were brought to the heart of Madrid thanks to a 360° experience that included brand activations in the square, a live broadcast of the fashion show on Callao City Lights, and an exclusive event held inside Cines Callao, organised by L’Oréal Paris and ¡HOLA! magazine

At 9.00 pm, the Callao City Lights screen in Plaza del Callao broadcast the fashion show live from Paris, allowing the public gathered there to follow one of L’Oréal Paris’s major international events in real time. The broadcast drew a large crowd to the square and turned the giant digital screen into a direct window onto Paris Fashion Week.

The broadcast provided the grand finale to an afternoon of activities in the square, where L’Oréal Paris set up various areas inspired by the French capital to bring its world of beauty to the public. Among the activities on offer, attendees were able to enjoy a free professional make-up service, take part in a catwalk show open to the public and pose in front of a small replica of the Eiffel Tower, as well as stopping off at a Parisian-inspired bistro for a coffee or winning gifts when purchasing the brand’s products.

From the square to Cines Callao

The experience also extended inside the Cines Callao building, where ¡HOLA! magazine, in partnership with L’Oréal Paris, organised an exclusive event in Screen 1 to mark Le Défilé. The event brought together well-known women from the national scene for a gala dinner featuring a live musical performance by María Carmona and a live broadcast of the L’Oréal Paris fashion show, linking the event to what was happening simultaneously in Paris and in Plaza del Callao.

De esta forma, una misma acción conectó calle, gran formato digital, experiencias de marca y espacios interiores, creando diferentes puntos de contacto con el público en torno a un acontecimiento internacional. La iniciativa puso de manifiesto, además, la capacidad de Callao City Lights para integrar sus pantallas y espacios en acciones de gran dimensión, en las que el entorno de la plaza del Callao se convierte en un gran escenario para las marcas. Una nueva demostración de que la combinación de la ubicación, el gran formato DOOH y la posibilidad de conectar el exterior con los espacios interiores de Cines Callao permite ampliar una campaña más allá de la exposición publicitaria y construir experiencias capaces de atraer al público, generar contenido y multiplicar la notoriedad de una marca.

The Prime Offers Festival is back on our screens! Amazon has turned to Circuito Gran Vía to announce, with great fanfare, the new dates featuring exclusive offers for Prime members. On 6 and 7 October, Prime members in Spain will have access to hundreds of thousands of offers across all categories, as well as enjoying fast, free delivery. A multi-part campaign has been launched to publicise this new promotion on the platform.

A new Wizz Air campaign is on our screens. The airline is launching an advert on the Gran Vía billboard circuit to promote its flights to European and domestic destinations under the slogan “Wizz and whatever comes up”. In this campaign, the airline is once again banking on humour, featuring Belén Esteban, Susi Caramelo and Misho Amoli – three highly recognisable faces who set off for Budapest, Rome and London and are all faced with the same question: “How did I end up here?”

This is how Guerlain’s immersive experience in Callao unfolded

Madrid’s Plaza del Callao hosted the launch of L’HEURE BLEUE,Guerlain’s new fragrance for women, with a spectacular urban activation that transformed the heart of Madrid into a world of perfume, creativity and interaction.

The event centred on the installation of a Parisian kiosk in the square, where the public could explore the Maison’s new creation through a journey that connected visitors with the history, inspirations and emotions that bring the fragrance to life.

As part of the outdoor campaign, the Callao City Lights screens complemented this event to amplify the launch and boost its visibility at one of the city’s most iconic locations.

A journey into the world of L’HEURE BLEUE

Throughout the experience, visitors were able to discover the notes and inspiration behind the new fragrance, as well as receiving a scented bracelet infused with the new eau de parfum. They also received an exclusive passport that allowed them to visit different stops and experiences designed to uncover the secrets of the launch, access exclusive surprises and capture the moment in a photo booth inspired by the brand’s universe.

Being first doesn’t always mean doing it best. Bizum is using humour to promote its new in-store payment method. The ‘First Times’ campaign can now be seen on the Gran Vía billboard circuit. Consisting of two adverts, ‘Fire’ and ‘Plane’, it was created by El Ruso de Rocky

Featuring Totie, the endearing animated character who has been fronting Total Energies’ communications for the past few days, the energy company is launching a campaign across the 15 screens of the Circuito Gran Vía, inviting people to embrace energy with common sense.

A 3D animation designed to highlight the brand’s positioning through a message tailored to the screens on which it is shown: “Energy with common sense is so vast it doesn’t even fit on this screen. At last, energy that’s accessible, affordable and easy to understand.”

Formula 1 has returned to Madrid, and the Atlassian Williams F1 Team has chosen Callao City Lights to bring the excitement of the Spanish Grand Prix to thousands of fans. To mark the first edition of the race at the Madrid circuit, the British team has developed, in collaboration with Alfred and You, a 360° campaign combining a major activation in Plaza del Callao, live broadcasts and advertising on the outdoor screens of Cines Callao, and a full programme of experiences inside the building, which is celebrating its centenary this year.

For seven days, Madrid’s iconic square and the Cines Callao building were transformed into the hub of the Atlassian Williams F1 Team universe. The opening ceremony, attended by the Mayor of Madrid, José Luis Martínez-Almeida, featured Carlos Sainz, ambassador for the Madrid circuit and driver for the team, who unveiled a full-scale prototype of the FW48 single-seater in the heart of the square in front of thousands of spectators. Over the following days, the event was also attended by James Vowles, the team principal, and Luke Browning, reserve driver for the Atlassian Williams F1 Team, who interacted with the team’s fans at separate events in the square, answering their questions and signing autographs.

As part of the campaign, the outdoor screens at Callao City Lights broadcast live highlights of the action in the square and also displayed advertising for the Atlassian Williams F1 Team throughout the week, transforming the area into a huge urban showcase and enhancing the experience for the thousands of pedestrians who pass through Callao every day.

An immersive experience

The event also took place in Screen 1 at Cines Callao, where Formula 1 fans were able to test their driving skills on MadRing circuit simulators, take part in interactive games and prediction quizzes, and buy all sorts of merchandise.

In addition, the terrace at Cines Callao hosted an exhibition featuring some of the Atlassian Williams F1 Team’s most iconic trophies and the helmets of Carlos Sainz, Marc Gené and Pastor Maldonado. Guests were able to enjoy catering on the spot, as well as stunning views of Plaza del Callao, Gran Vía and the iconic Schweppes neon sign. This venue also served as the setting for the well-attended press conference given by Carlos Sainz.

With this initiative, Callao City Lights has once again established itself as one of Madrid’s leading venues for major brand activations, combining DOOH advertising and experiential elements in a single location to maximise impact and engagement with the public.