CALLAO CITY LIGHTS’ CASE STUDIES

THE MOST STUNNING OUTDOOR ADVERTISING

ONE FLAG

ONE FLAG

ONAIR CREATIVITY  |  AliExpress

TECHNICAL SPECIFICATIONS

  • Campaign date: July and August 2021
  • Advertiser: AliExpress
  • Media agency: OMNICOM (OMD)
  • Social Media: Twitter y Guud

On the occasion of the Olympic Games, AliExpress presented the ‘One Flag’ movement on the screens of Callao City Lights, an initiative aligned with the global positioning of the brand, which, as an Olympic Partner, is committed to supporting the athletes of the Tokyo 2020 Olympic Games.

Using DOOH OnAir technology, AliExpress linked the screen in Callao square with user interaction on the Twitter platform, establishing a multi-channel advertising strategy that combined outdoor advertising, digital advertising and social media.

The campaign, with the aim of getting all the support of the fans to the athletes taking part in the event, turned everyone’s enthusiasm into a global symbol: the One Flag. A multicoloured flag created as a result of combining the messages of support that fans from all over the world shared on Twitter. The action invited users to get their own flag thread and an official digital certificate of participation by registering their selfie photo on the website www.oneflag.me . Each selfie uploaded to the website was transformed into a coloured thread, which had to be shared by users along with their message of support for the athletes, the hashtag #OneFlag and the @AliExpressEs hashtag on Twitter, in order to create the One Flag among all the participants.

The outdoor advertising strategy, with the participation of OMD in media management and Twitter and Guud in social media, took place between 18 July and 8 August 2021. As a result, AliExpress’ outdoor advertising campaign on the Callao City Lights screens exceeded 6.3 million advertising impacts and reached more than 3 million unique users.

In addition, the brand demonstrated the global sentiment for sport, achieving high engagement on Twitter thanks to the thousands of tweets posted by users in support of sport. AliExpress also managed to increase its connection with the public walking through Plaza del Callao and Gran Vía in Madrid, turning, through the use of DOOH OnAir technology, the 70 best Twitter messages into protagonists of the most viewed screen in Spain, the Callao City Lights screen located in Plaza del Callao (Madrid).

IMPOSSIBLE IS NOTHING EUROCUP

IMPOSSIBLE IS NOTHING EUROCUP

DYNAMIC CREATIVITY  |  Adidas

TECHNICAL SPECIFICATIONS

  • Campaign date: June and July 2021
  • Advertiser: Adidas
  • Media agency: MEDIACOM (GroupM)

On the occasion of the Euro 2021 Football Championship, Adidas developed an advertising campaign based on contextualised creatives on the screens of Callao City Lights. The outdoor advertising action was aligned with the brand’s global positioning which, with the aim of inspiring and empowering the world, shows human stories that inspire us to believe that anything can be achieved.

Through dynamic creatives in which, according to the performance of the Spanish National Football Team in the different phases of the championship, different messages of support were periodically broadcast on screen, always accompanied by the brand’s slogan “Impossible is nothing”.

Where others see the first match, we see the beginning of the road to success; Where others see a setback, we see a sign to keep believing; Where others see 5 goals, we see a team that never stops dreaming; Where others see an impossible, we see a match for glory or Where others see a defeat, we see the beginning of a new era, were some of the messages that were broadcast throughout this action, together with key images of each match, with the aim of making visible the great power of unity of football on and off the pitch.

The advertising strategy, managed by Mediacom Barcelona, began on 14 June and ended on 8 July 2021, one day after the Spanish national team was eliminated in the match against Italy.

As a result, the Adidas outdoor advertising campaign on the Callao City Lights screens exceeded 9 million advertising impacts and reached more than 2.2 million unique users. In this way, Adidas managed to increase the connection with its target audience and reinforce the brand recall of the users who walked through the Plaza del Callao and Gran Vía in Madrid. In addition, the brand managed to transmit the enormous capacity that sport has to bring people together, inspiring them with an optimistic spirit to dream big to build a better future.

NOTHING TASTES BETTER THAN A 100% RECYCLED BOTTLE

NOTHING TASTES BETTER THAN A 100% RECYCLED BOTTLE

DYNAMIC CREATIVITY  |  PEPSICo

TECHNICAL SPECIFICATIONS

  • Campaign date: June and July 2021
  • Advertiser: PepsiCo
  • Media agency: OMD
  • Creative agency: El Ruso de Rocky

Under the slogan ‘Nothing tastes better than a 100% recycled bottle’, PepsiCo developed an advertising campaign with dynamic creative on the screens of Callao City Lights to communicate its environmental commitment: the use of 100% recycled and recyclable plastic bottles (rPET) across its entire range by 2021.

The outdoor advertising strategy featured a dynamic creative in which a real-time counter showing the number of 100% recycled bottles produced by the brand in Spain was shown on screen to the audience in Plaza del Callao and Gran Vía. In addition, the brand included a wish to be fulfilled as a general appeal: “I hope that all soft drinks will soon be recycled”.

In this way, the brand makes Spain the company’s first market in the world to launch the new recycled plastic bottle. A more sustainable production and better management of the planet’s resources, with the aim of increasing consumer awareness about caring for the planet.

The outdoor advertising screens of Callao City Lights showed, between 7 and 13 June 2021, the strategy created for PepsiCo by El Ruso de Rocky and managed by OMD. As a result, the campaign exceeded 2.2 million advertising impacts and reached more than 1 million unique users. In this way, the brand reinforced its social responsibility, raising awareness among users passing through Plaza del Callao and Gran Vía in Madrid of the importance of caring for the planet and the use of 100% recycled packaging.

CUPRA FORMENTOR

CUPRA FORMENTOR

3D CREATIVITY  |  Cupra

TECHNICAL SPECIFICATIONS

  • Campaign date: June 2021
  • Advertiser: Cupra
  • Media agency: PHD Media (Omnicom Media Group)
  • Creative agency: C14TORCE y BCN Visuals

Cupra presents the new Cupra Formentor on the screens of Callao City Lights in a spectacular 3D campaign developed by BCN Visuals. The campaign, which appeals to the emotions and shows the infinite possibilities offered by driving the Cupra Formentor, presents a vehicle that is out of the ordinary and seeks constant differentiation.

The 3D creative, aimed at local users, proposes a futuristic, unusual and appealing reality in which the new Cupra Formentor defies the laws of gravity as it drives through the streets of the epicentre of corporate Madrid.

This new outdoor advertising strategy, which surprised the audience in Madrid’s Plaza del Callao and Gran Via, is aligned with the brand’s positioning in Spain, focused on connecting with its target consumer in the capital and generating brand awareness.

As a result, Cupra Formentor’s outdoor advertising campaign on the Callao City Lights screens exceeded 4.8 million advertising impacts in its two weeks on screen (weeks 25 and 26 of 2021) and reached more than 2.2 million unique users. The strategy allowed the brand to increase its connection with the local public, reinforce brand recall and, thanks to its great viralisation on social networks, boost engagement with its target audience.

WE TAKES YOU WHEREVER YOU WANT

WE TAKES YOU WHEREVER YOU WANT

CONTEXTUALIZED CREATIVE  |  UBER

TECHNICAL SPECIFICATIONS

  • Campaign date: June and July 2021
  • Advertiser: Uber
  • Media agency: MEDIACOM (GroupM)
  • Creative agency: MONO Madrid

Uber Spain presents its new advertising campaign «Te llevamos a donde quieras» (“We take you wherever you want”) on the screens of Callao City Lights. This new outdoor advertising strategy is aligned with the general objective of growth and reputation of the brand in Spain, as well as with the increase in mobility of the population, thanks to the arrival of the summer season and the reduced number of restrictions on the streets.

The campaign, aimed at local users, proposes making the most of the city of Madrid, highlighting the convenience and safety of its mobility services. A comfortable, fast and safe mode of transport to enjoy Madrid’s leisure activities.
 
The different creatives used on the Callao City Lights screens show contextualised messages that, in a humorous tone, highlight the different advantages of using Uber to travel around the centre of the capital, such as the convenience of not having to look for parking and the easy access to leisure and cultural plans in the heart of Madrid.
 
As a result, Uber’s outdoor advertising campaign on the Callao City Lights screens surpassed 11.5 million advertising impacts in its five weeks on screen (weeks 23 to 27 of 2021) and reached more than 2.7 million unique users. The strategy allowed the brand to consolidate its global positioning, increase its connection with the local target and reinforce brand recall among users passing through Plaza del Callao and Gran Vía in Madrid.

BEING A MEMBER OF MY MCDONALD’S HAS ITS REWARDS

BEING A MEMBER OF MY MCDONALD’S HAS ITS REWARDS

3D CREATIVITY |  McDonald’s

TECHNICAL SPECIFICATIONS

  • Campaign date: June 2021
  • Advertiser: McDonald’s
  • Media agency: OMD
  • Creative agency: TBWA y BCN Visuals

McDonald’s, on the occasion of the relaunch of its MyMcDonald’s app and to show some of the new prizes that users can get by accumulating points with every purchase, presents on the screens of Callao City Lights the spectacular 3D campaign developed by BCN Visuals.

A mysterious safe opens to reveal its valuable contents. A pile of coins seem to jump out of the screen to then be collected and give way to a smartphone with the image of a bidi code that has left all the passers-by in Plaza del Callao and Gran Vía in Madrid speechless.

One of the main innovations of the new McDonald’s app is a complete loyalty programme with which the brand aims to reward the trust of its customers, a programme based on a system of accumulable points in each order that can be exchanged for offers on iconic products, brand merchandising and other benefits designed exclusively for App users.

The outdoor advertising campaign on the Callao City screens exceeded 4 million advertising impacts in one week and reached more than 2 million unique users. With great repercussion in the advertising sector media and a huge viralisation in social networks.

AETIB WE WILL TRAVEL AROUND THE BALEARIC ISLANDS

WE WILL TRAVEL AROUND THE BALEARIC ISLANDS

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

TECHNICAL SPECIFICATIONS

  • 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

TOM CLANCY’S WITHOUT REMORSE

3D CREATIVITY  |  Amazon Prime Video

TECHNICAL SPECIFICATIONS

  • 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

SIZE MATTERS WHEN WE TALK ABOUT SNACKS

DYNAMIC CREATIVITY |  Cheetos (PepsiCo)

TECHNICAL SPECIFICATIONS

  • 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.

GISELLE

GISELLE

MOBILE RETARGETING  |  Centro Nacional de Danza (INAEM)

TECHNICAL SPECIFICATIONS

  • 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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