Kaiku floods Madrid’s Gran Vía with freshness. To promote its cold coffee for individual consumption, Kaiku Caffè Latte, the dairy products firm has launched a refreshing 3D campaign on the 15 giant screens of the Gran Vía circuit, which is accompanied by the distribution of product samples in the area, with the collaboration of Samplia.

Under the claim ‘P’alante’, the campaign shows the explosion of a block of ice containing a glass of Kaiku Caffè Latte, as an answer to the question with which the piece begins: ‘Recharge your batteries with the freshest flavour? The 3D effect of this work can be seen in the ice cubes that seem to shoot out of the screen as they surround the advertised product.

The 3D piece was conceived and developed by Maramura and the campaign was managed by Mediterránea de Medios. The action, which can be seen since 12 July on the outdoor screens of the Callao Cinemas and the Lope de Vega, Coliseum and Rialto theatres, is supported by the distribution of a sample of the product in the Samplia establishment in the Plaza del Callao.

Free application

To receive a glass of Kaiku Caffè Latte, users must first download the free Samplia app on their mobile phone, where they can obtain the campaign code that will allow them to receive the corresponding free sample, and then anonymously give their opinion of the product tested.

This is the first action carried out in collaboration with Samplia, following the strategic agreement reached with Callao City Lights to carry out joint campaigns that include outdoor advertising and product sample distribution.