Sound and light show in the centre of Madrid. On the occasion of the launch of the new feminine fragranceL’Interdit Rouge Ultime, Givenchy carried out an eye-catching special action in Madrid’s Plaza del Callao that attracted the attention of the public passing through the area. A show of laser beams and electronic music, combined with the synchronised broadcasting of a video on the outdoor screens of the Callao Cinemas and El Corte Inglés, served as a preamble to the broadcasting of the new fragrance’s spot.

Thousands of people were able to enjoy this impressive show, which was preceded by a countdown on the screens and flooded the square with red laser beams, in a nod to the colour of the new fragrance’s pack and its positioning: that of a fiery, daring perfume that invites you to cross the red line. A sound and light show for which the streetlights in the square were switched off and several fog cannons were fired, helping to create an atmosphere that enhanced the show.

A grandiose set consisting of a giant reproduction of the new perfume and its packaging accompanied the broadcast of this special action in the centre of the square, which the public was able to enjoy on four occasions over the course of the weekend, specifically on Saturday and Sunday nights. The light show was created by the artist Juanjo Gnomalab and the synchronisation of the screens was directed by Callao City Lights.

An immersive and unique experience

According to Loubna Khalfi, marketing director of Givenchy Spain, “It has been an exciting project and we are extremely satisfied with the results. Our goal was to create an immersive and unique experience for the residents and visitors of Madrid. We have achieved a combination of entertainment, excitement and beauty in an iconic location that provided the perfect backdrop to present L’Interdit Rouge Ultime. Exceptional visibility during a key weekend, not only in the square itself but also on social media and in the media.

“It was a great pleasure to take part in this special Givenchy action. Once again, it has been demonstrated that activations of this type help to generate great expectation and give notoriety to the brands, creating impactful experiences that manage to connect with the public. They are actions that combine outdoor advertising and street marketing with a great capacity for media coverage and viralisation on social networks”, said Gorka Pagazaurtundua, commercial director of Callao City Lights.