CALLAO CITY LIGHTS’ CASE STUDIES

THE MOST STUNNING OUTDOOR ADVERTISING

BALEARIC ISLANDS CONQUER CALLAO WITH MEDITERRANEAN SOUL

BALEARIC ISLANDS CONQUER CALLAO WITH MEDITERRANEAN SOUL

MOBILE RETARGETING  |  Agència d’Estratègia Turística de les Illes Balears (AETIB)

TECHNICAL SPECIFICATIONS

  • Campaign date: January 2024
  • 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 5.4 million outdoor impacts and an average mobile viewability of over 86%.

Between 24 January and 1 February, 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 achieved 5.4 million impacts on an audience of women (58.5%) and men (41.5%), with an average age between 30 and 50 years old (32.53%) and a high socioeconomic level (40.3%).

This mobile retargeting action featured Interstitial, Robapáginas and META video (Facebook and Instagram) 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 86% in the mobile campaign.

Under the slogan ‘Alma Mediterránea’ the pre-roll video achieved a VCR, above the Benchmark (70-80%), of 78% and a visibility of 84%, and in the interstitial format a CTR, above the Benchmark (1.5-2%), of 2.37% and a visibility of 89%.

In the META video we can highlight a higher CTR on Facebook, 0.12%, and on Instagram the VCR stands out with 0.85%.

In summary, the campaign has managed to maintain and even surpass the general Benchmarks of the different formats.

Additionally, the highest volume of Interstitial impressions is concentrated in the following sites within our network: Mundodeportivo, Telecinco, La Razón, El Nacional and El País. The highest volume of impressions in the Video Preroll campaign has been in: Cadena Ser, El Independiente, Okdiario, El País and Libertad Digital.

 

ANDALUSIAN TOURISM CAMPAIGN

ANDALUSIAN TOURISM CAMPAIGN

INTERACCIÓN EN PLAZA |  TURISMO DE ANDALUCÍA

TECHNYCAL SPECIFICATIONS

  • Campaign date: January 23th, 2024
  • Advertiser: Andalusia Tourist Office
  • Media agency: M&C Saatchi
  • Creative agency:

As a prelude to FITUR 2024, Andalusian Tourist Office showcased its ‘Andalusian crush’ campaign for several minutes at Callao City Lights in an action that was accompanied by an activation in the Plaza del Callao. Specifically, the broadcast featured a live performance by the Cornet and Drum Band Nuestra Señora del Rosario Coronada (Cádiz). More than 130 musicians performed a moving piece in front of the screen of Cines Callao located in the square.

The action managed to attract hundreds of people, achieving a great viralisation on social networks and repercussion in the media. Specifically, more than 3 million impacts during the first week on TikTok and more than 50,000 DOOH impacts in one hour.

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:

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.

TAG HEUER

TAG HEUER

3D CREATIVITY |  TAG HEUER

TECHNYCAL SPECIFICATIONS

  • Campaign date: April 2023
  • Advertiser: Tag Heuer
  • Media agency: Publicis
  • Creative agency: 

To celebrate TAG Heuer Carrera’s 60th anniversary, the Swiss brand launched a new range of the collection featuring actor Ryan Gosling. A novelty that the brand unveiled with an advertising campaign that, under the slogan ‘The race never stops’, had a presence in Callao City Lights with two different creatives: one with the image of the watch in 3D that was broadcast on the screen of the Plaza del Callao and another traditional one, starring the Canadian actor, which was displayed on the screen of Gran Vía.

The action, managed by Publicis, could be seen last April and also had two hours of exclusive advertising broadcasting. The campaign achieved more than 4.5 million impacts during the five days in which it was broadcast and 85,000 more impacts in the two hours of exclusive broadcasting. It also achieved viralisation on social networks and high brand awareness.

FORMULA 1 THE EXHIBITION

FORMULA 1 THE EXHIBITION

ADVERTISING DOMINANCE |  SOLD OUT

TECHNYCAL SPECIFICATIONS

  • Campaign date: April 2023
  • Advertiser: Sold Out
  • Media agency: Sold Out
  • Creative agency: 

On the occasion of the inauguration in Madrid of the exhibition ‘Formula 1 The Exhibition’, IFEMA launched an advertising campaign that could be seen for several days on the screens of Circuito Gran Vía. The piece, which showed the silhouetted image of a racing car in neon strokes, was shown from 3 to 9 April on the outdoor screens of the Callao Cinemas and the Lope de Vega, Coliseum and Rialto theatres.

A DOOH advertising domination campaign that managed to exceed 12.5 million impacts, achieving more notoriety for the exhibition and a greater connection with the local target.

Hosted by F1’s leading figures, the exhibition offered a unique account of its past, present and future history through an innovative experience, from spectacular audiovisual content to exclusive displays. Six rooms where you can admire curiosities, mythical objects from all the teams and take a journey through the history of the sport.

GALERÍA DE LAS COLECCIONES REALES

GALERÍA DE LAS COLECCIONES REALES

ADVERTISING DOMINANCE |  PATRIMONIO NACIONAL

TECHNYCAL SPECIFICATIONS

  • Campaign date: July 2023
  • Advertiser: Patrimonio Nacional
  • Media agency: GROUP M (MINDSHARE)
  • Creative agency: 

Patrimonio Nacional invaded the centre of Madrid with a campaign in Circuito Gran Vía announcing the opening of the Galería de las Colecciones Reales (Royal Collections Gallery).

Under the slogan ‘The real moves you. Move, come and feel’, the action showed the interpretation, by several dancers, of different works by great artists of our history. A piece impregnated with art and emotion that could be seen, between 17 and 23 July, on the outdoor screens of the Callao Cinemas and the Lope de Vega, Coliseum and Rialto theatres.

The action achieved more than 11 million impacts, as well as a great notoriety for the new museum and a connection with the local target.

Located in the Royal Palace complex in Madrid, the new gallery houses more than 650 masterpieces by artists such as Caravaggio, Velázquez, Goya and Titian, among many others. A journey through the history of the Spanish monarchy and the artistic taste of each of its protagonists, from the first reigns of the Middle Ages to Juan Carlos I.

PARQUE WARNER

PARQUE WARNER

ON-SITE INTERACTION |  PARQUE WARNER

TECHNYCAL SPECIFICATIONS

  • Campaign date: July 2023
  • Advertiser: Parque Warner
  • Media agency: 
  • Creative agency:

On the occasion of the inauguration of the new ‘Batman Gotham City Escape’ attraction, Parque Warner turned Madrid’s Callao square into the stage for a unique encounter between Batman, The Joker and Harley Quinn. The public in the square was able to have their portraits taken with the popular DC Comics characters and the impressive Batman vehicle, which for the first time left Parque Warner, while the Callao City Lights screens broadcast the spot announcing the launch of the new roller coaster.

A spectacular action that combined street marketing with outdoor advertising, achieving more than 650,000 impacts among the thousands of visitors who pass through the Plaza del Callao every day.

SUMMER DAYS’ MIRAVIA

SUMMER DAYS’ MIRAVIA

ADVERTISING DOMINANCE, 3D CREATIVITY MIRAVIA

TECHNYCAL SPECIFICATIONS

  • Campaign date: June 2023
  • Advertiser: Miravia
  • Media agency: OMG
  • Creative agency: –

The new marketplace Miravia launched a 3D DOOH advertising domination campaign in Circuito Gran Vía to publicise its offers and discounts as part of its ‘Summer Days’.

For two days, the e-commerce platform belonging to the Chinese company Alibaba invited the public in the centre of Madrid to buy products in its online shop, increasing digital traffic and promoting its discounts in a wide variety of brands and sectors: fashion, beauty and health, entertainment, electronics and supermarkets, among others.

The campaign, managed in the media by OMG, achieved more than 3.5 million impacts.

NEW HAVIANAS SQUARE

NEW HAVIANAS SQUARE

ADVERTISING DOMINANCE3D CREATIVITYHAVAIANAS

TECHNYCAL SPECIFICATIONS

  • Campaign date: June – July 2023
  • Advertiser: Havaianas
  • Media agency: 
  • Creative agency: 

Havaianas, the Brazilian brand created in 1962, invades the centre of Madrid in summer with an eye-catching campaign in Circuito Gran Vía, which markets Callao City Lights. The aim was to advertise its new Square line, the classic flip-flops with a square toe, in one of the city’s best locations. Under the slogan ‘Our classic, reshaped’, the action includes 3D creativity on the outdoor screens of the Callao Cinemas and several 2D pieces in the Lope de Vega, Coliseum and Rialto theatres.

The campaign achieved more than 25 million DOOH impacts in the Gran Vía Circuit, boosting brand awareness and user traffic to its pop up store located in Gran Vía.

WOMEN’SECRET 30 ANIVERSARIO

WOMEN’SECRET 30 ANIVERSARIO

ADVERTISING DOMINANCE |  WOMEN’SECRET

TECHNYCAL SPECIFICATIONS

  • Campaign date: June 2023
  • Advertiser: Women’Secret
  • Media agency: Publicis
  • Creative agency: 

‘For another 30 years together’. Women’secret celebrates its 30th anniversary in Circuito Gran Vía with a refreshing campaign that brings us ahead of the summer season. At the same time it reminds us that it is the same time that Saturn takes to reach the point where it was 30 years ago.

A cosmic phenomenon called ‘Saturn’s return’ to which astrologers attribute the changes that occur at certain stages of our lives and which the brand uses in this case to empower and praise its target audience. It’s Saturn’s fault’, says the piece.

The campaign, which aired on the Gran Vía Circuit from 12 to 18 June 2023, exceeded 14 million advertising impacts, boosting viralisation on social networks and the brand’s connection with the local female target.

AD ACTIONS ON OUR SCREENS

Contact us

If you have any questions, please contact us at publicidad@callaocitylights.es , eventos@callaocitylights.es or fill this form and we will get in touch as soon as possible.

Consent

Fuencarral Street, 123. 2º 28010 Madrid | Phone Number: 915 913 090

Don't miss anything!

Don't miss anything!

Subscribe to our newsletter and you will be kept up to date with our news.

Thank you for subscribing!

Share This