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L’ORÉAL PARIS BRINGS PARIS FASHION WEEK TO CALLAO SQUARE
L’ORÉAL PARIS BRINGS PARIS FASHION WEEK TO CALLAO SQUARE
ON-SITE INTERACTION | L’ORÉAL PARIS
TECHNYCAL SPECIFICATIONS
- Campaign date: September 23st, 2024
- Advertiser: L’Oréal Paris
- Media agency: Publicis conexión by Zenith
- Creative agency: –
On the occasion of the opening of Fashion Week in the French capital, L’Oréal Paris carried out a spectacular action in Madrid’s Plaza del Callao square consisting of a live broadcast of Le Défilé L’Oréal Paris, the fashion show organised by the brand as part of the opening of the event in Paris, and an activation in the square, which allowed attendees to apply make-up in situ and see themselves in the big time on the screen in Callao. The action achieved more than 178,000 DOOH impacts, great repercussion in the media and viralisation on social networks.
The broadcast attracted hundreds of people who did not want to miss the fashion show organised by the cosmetics firm and the dance show that accompanied it in the square. The attendees, including several influencers, were able to try out some of L’Oréal’s products on the spot with expert make-up artists and see themselves on the Callao screen posing in front of a reproduction of the base of the Eiffel Tower placed in the square.
Le Défilé L’Oréal Paris, which took place in the incomparable setting of the Paris Opera, was a tribute to female empowerment, diversity and sisterhood. The show was attended by many famous faces and L’Oréal Paris ambassadors from around the world, including Lima Grothe, Eva Longoria, Kendall Jenner, Cara Delavigne, Camila Cabello, Cindy Bruna, Viola Davis, Leila Bekhti, Yseult, Andie Mcdowell, Jane Fonda, AishWarya Rai, Liya Kebede, Aja Naomi King, Alia Bhatt, Marie Bochet, Beatrice Vio Grandis and Spanish influencer Lola Lolita.
Prodigious was responsible for the production of this incredible action and Publicis conexión by Zenith, the bespoke solution created for L’Oréal Spain and Portugal, for the media management.
KAIKU BRINGS COLD COFFEE TO MADRID’S GRAN VIA
KAIKU BRINGS COLD COFFEE TO MADRID’S GRAN VIA
PRODUCT SAMPLE | KAIKU CAFFÉ LATTE
TECHNYCAL SPECIFICATIONS
- Campaign date: July 12nd to 18nd, 2024
- Advertiser: Kaiku
- Media agency: Mediterranea de Medios
- Creative agency: Maramura
To promote Kaiku Caffè Latte, its cold coffee for individual consumption, Kaiku launched a refreshing 3D campaign last July on the 15 giant screens of Circuito Gran Vía, which was supported by the distribution of product samples in the area, with the collaboration of Samplia. The action achieved 16 million DOOH impacts and nearly 8,000 product tests.
Under the claim ‘P’alante’, the campaign showed the explosion of a block of ice containing a glass of Kaiku Caffè Latte inside it, in response to the question with which the piece began: ‘Recharge your batteries with the freshest flavour? The 3D effect of this work could be seen in the ice cubes that seemed to shoot out of the screen as they spun around the advertised product.
The 3D piece, conceived and developed by Maramura and managed outdoors by Mediterránea de Medios, could be seen between the 12th and 18th of July in the outdoor screens of the Cines Callao and the Lope de Vega, Coliseum and Rialto theatres. The distribution of the product sample was carried out at Samplia’s establishment in the Plaza del Callao.
GIVENCHY L’INTERDIT ROUGE ULTIME
GIVENCHY L’INTERDIT ROUGE ULTIME
AD SYNCHRONIZATION, ON-SITE INTERACTION | GIVENCHY
TECHNYCAL SPECIFICATIONS
- Campaign date: October 21st and 22nd, 2023
- Advertiser: Givenchy
- Media agency: Publicis
- Creative agency: –
II OOH LOVERS AWARDS
Givenchy
DIGITAL – Bronze
LA FEDE AEPE – OOH Lovers 2024 –
On the occasion of the launch of the new feminine fragrance L’Interdit Rouge Ultime, Givenchy carried out an eye-catching special action in Madrid’s Plaza del Callao with the aim of generating brand awareness and product sales.
A show of laser beams and electronic music, combined with the synchronized broadcast of a video on the outdoor screens of the Callao Cinemas and El Corte Inglés, served as a preamble to the broadcast of the new fragrance’s spot.
A countdown on the screens preceded the show that flooded the square with red laser beams, a nod to the color of the new fragrance’s pack and its positioning: that of a fiery and daring perfume that invites you to cross the red line. A light and sound show for which the streetlights in the square were turned off and several fog cannons were fired, helping to create an atmosphere that enhanced the show. The video projected on the screens showed images of laser beams, similar to those in the square, ending with the image of the new fragrance which, after jumping through the air, gave way to the brand’s spot.
The action achieved more than 100,000 DOOH impacts in the 2 hours that each activation of the show lasted. It also achieved a great viralization in social networks and connection with the local female target.
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