CALLAO CITY LIGHTS’ CASE STUDIES
THE MOST STUNNING OUTDOOR ADVERTISING
WE WILL TRAVEL AROUND THE BALEARIC ISLANDS
MOBILE RETARGETING | Agència d’Estratègia Turística de les Illes Balears (AETIB)
- Campaign date: May 2021
- Advertiser: Agència d’Estratègia Turística de les Illes Balears (AETIB)
- Media agency: Disset Consultors
The mobile retargeting strategy carried out by AETIB – Agència d’Estratègia Turística de les Illes Balears, at Callao City Lights, achieved more than 2.2 million outdoor impacts and an average mobile viewability of over 81%.
Between the 19th and 25th of May, the AETIB’s campaign to promote tourism in the region combined DOOH impacts from the central screens of Callao City Lights with the subsequent mobile retargeting of those users who passed through the area during the campaign period.
The outdoor advertising strategy managed to reach more than one million unique users and exceeded 2.2 million impacts on an audience of men (49.84%) and women (50.16%), with an average age of 26 to 40 years (37.71%) and a socio-economic level mostly medium (44.94%). A public interested above all in art and entertainment, society, travel, home, sports and automotive, resident in Madrid (57.28%) and also with a job in Madrid (61.4%).
48.61% of the users impacted by the outdoor campaign were again impacted by the mobile retargeting strategy established in parallel. This mobile retargeting action featured 5 creatives and 3 different display formats (Interstitial, Robapáginas and Double Robapáginas) showing different activities that travellers can carry out in the Balearic Islands, reinforcing brand recall and positioning the Balearic archipelago as a tourist destination in the user’s top-of-mind. The retargeting strategy achieved a viewability of almost 81% in the mobile campaign, and engagement rates that, thanks to the optimisation of the campaign, multiplied by 3 the interaction results of the interstitial format, and by 4 in the Double Steal Pages format. Furthermore, the campaign analysis shows that the highest interaction rates for this mobile campaign were achieved on the weekend (Saturday and Sunday) of the campaign, especially from 18:00 to 21:00.
Regarding the geo-profile of mobile users, more than 51% were men aged 26 to 40, of middle socio-economic level, interested in art and entertainment, society, travel and automotive. More than 53% live in Madrid and most of them have an Android device.
TOM CLANCY’S WITHOUT REMORSE
3D CREATIVITY | Amazon Prime Video
- Campaign date: April 2021
- Advertiser: Amazon Prime Video
- Media agency: IPG Media Brands
- Creative agency: BCN Visuals
Amazon Prime Video, on the occasion of the premiere of ‘TOM CLANCY’S WITHOUT REMORSE’, presents on the screens of Callao City Lights the spectacular 3D campaign developed by BCN Visuals.
Amazon Prime Video’s action thriller starring Michael B. Jordan has surprised the audience in Callao with an eye-catching 3D creativity. Using explosions and flares accompanied by debris that seems to come out of the screens, and a helicopter that seems to take body protruding from the supports, the campaign has left all the passers-by in the Plaza del Callao and Gran Vía in Madrid speechless.
The outdoor advertising campaign on the Callao City screens exceeded 2 million advertising impacts in one week and reached 1 million unique users.
SIZE MATTERS WHEN WE TALK ABOUT SNACKS
DYNAMIC CREATIVITY | Cheetos (PepsiCo)
- Campaign date: February 2021
- Advertiser: Cheetos (PepsiCo)
- Media agency: OMD
- Creative agency: Sips and Bites
Under the slogan ‘Size matters (when we talk about snacks)’, Pepsico has announced the launch of Cheetos Giants, twice as big as usual. To present such a big snack, a stage was needed to match its size. Hence the choice of the two giant screens at Callao City Lights, in Madrid’s Plaza del Callao, in the very heart of Madrid.
The action included a different message each day, which was geo-contextual in nature, taking into account the day and the weather at the time of the advertising impact. The messages made it very clear how big the new Cheetos Giants are, comparing them to all those things we are looking forward to, from ‘summer finally arriving’ to ‘your crush suggesting a great plan’.
In addition, the campaign, which also ran on TV, online and other outdoor media, served to announce that Cheetos Giants are coming with more flavour than ever and in two variants: Extra cheese, with a plus for cheese lovers, and Flamin’ hot, with a spicier touch for the more daring palates.
MOBILE RETARGETING | Centro Nacional de Danza (INAEM)
- Campaign date: November – December 2020
- Advertiser: National Dance Centre (INAEM)
- Media agency: Iris Media
More than 6 million outdoor impacts and an average CTR of over 0.7% were achieved by the mobile retargeting strategy carried out by the Compañía Nacional de Danza, part of INAEM, in Callao City Lights.
The digital strategy carried out by the Compañía Nacional de Danza, belonging to INAEM, aimed to promote Giselle, the new premiere of the Compañía Nacional de Danza at the Teatro de la Zarzuela.
Combining DOOH impacts on users walking around the Plaza del Callao, with a subsequent reactivation of this target through display impacts on their mobile devices (mobile retargeting). The strategy exceeded 6 million impacts and more than 1.2 million unique users outdoors.
In addition, the mobile strategy achieved high engagement results, with an average CTR of 0.74%, exceeding the average for this type of display format, which is around 0.60% (CTR).
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