CALLAO CITY LIGHTS’ CASE STUDIES
THE MOST STUNNING OUTDOOR ADVERTISING
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.
ANDALUSIAN TOURISM CAMPAIGN
ANDALUSIAN TOURISM CAMPAIGN
INTERACCIÓN EN PLAZA | TURISMO DE ANDALUCÍA
TECHNYCAL SPECIFICATIONS
- Campaign date: 23 enero 2024
- Advertiser: Turismo Andalucía
- Media agency: M&C Saatchi
- Creative agency: –
II PREMIOS OOH LOVERS
Turismo de Andalucía
SPECIAL ACTIONS – Bronze
LA FEDE AEPE – OOH Lovers 2024 –
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.
MUGLER SHOWS THE ‘ALIEN EFFECT’ AT CALLAO CITY LIGHTS
MUGLER SHOWS THE ‘ALIEN EFFECT’ AT CALLAO CITY LIGHTS
3D CREATIVITY | L’ORÉAL MUGLER
TECHNYCAL SPECIFICATIONS
- Campaign date: 15th to 21st April 2024
- Advertiser: Mugler L’Oréal
- Media agency: Publicis Connexion by Zenith
- Creative agency: –
The iconic L’Oréal Luxe brand performs a spectacular CGI action linked to the outdoor screens of Cines Callao, on the occasion of the launch of the new Alien Hypersense perfume. A gigantic female hand with sharp nails juts out of the screen of Cines Callao to grab the perfume bottle advertised on an adjoining canvas in the square. This is the eye-catching CGI action that Mugler, part of the L’Oréal Group, has launched to advertise Alien Hypersense, the new refillable perfume that the cosmetics firm has just launched on the market.
The piece supports the campaign that the brand has launched in Callao City Lights, in which a young woman transforms into a woman with an alien appearance, as a result of having perfumed herself with the new fragrance. Her eyes and hair take on violet tones and her nails grow longer until they look like those of a feline. The campaign, starring model Anok Yai, is by US agency Baron & Baron and the simulated outdoor advertising action was developed by Maramura.
Media management was handled by Publicis Connexion by Zenith, the bespoke solution created for L’Oréal Spain and Portugal. This special action is part of the campaign that Mugler has also launched on TV, digital, print and other outdoor media to mark the launch of the fragrance, providing us with a unique brand experience.
The DOOH campaign achieved more than 5 million advertising impacts in the week it was active, impacting audiences at Callao City Lights.
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