CALLAO CITY LIGHTS’ CASE STUDIES

THE MOST STUNNING OUTDOOR ADVERTISING

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.

OLAY WELL-AGING

OLAY WELL-AGING

ON-SITE INTERACTION, ADVERTISING DOMINANCE |  OLAY

TECHNYCAL SPECIFICATIONS

  • Campaign date: June 2023
  • Advertiser: Olay
  • Media agency: Carat (Dentsu)
  • Creative agency: –

Olay, a Procter & Gamble brand specialising in skin care, wanted to ‘challenge’ ageism with a flashmob in the Plaza del Callao. An unexpected dance that sought to dismantle the belief that age decides what we are suitable for and what we are not.

The action was developed with the support of a DOOH advertising domination campaign of the brand in Circuito Gran Vía with the slogan ‘You’re old enough to show off your skin’ with the aim of boosting viralisation on social networks and connecting with the local female target.

The campaign, carried out on 22 June on Madrid’s Gran Vía, achieved in one hour more than 120,000 DOOH impacts and the participation in the flashmob of more than 100 women between 18 and 82 years old.

TOMMY X SHAWN

TOMMY X SHAWN

MOBILE RETARGETING |  TOMMY HILFIGER

TECHNYCAL SPECIFICATIONS

  • Campaign date: March – April 2023
  • Advertiser: Tommy Hilfiger
  • Media agency: PVH IBERIA
  • Creative agency: –

With the aim of boosting awareness, digital engagement and viralisation of the new Tommy x Shawn collection, Tommy Hilfiger launched a campaign last spring on the screens of Callao City Lights, which was reinforced with mobile retargeting. Under the slogan ‘Self reborn’, the action showed the popular Canadian singer-songwriter trying on some of the clothes from his collection outdoors, in what was his second year of collaboration with the brand.

The campaign achieved more than 27.5 million DOOH impacts and more than 2 million unique users. On social media, the campaign reached more than 48,000 unique users on Facebook and more than 53,000 on Instagram.

SEPHORA FENTY BEAUTY HELLA THICC

SEPHORA FENTY BEAUTY HELLA THICC

ADVERTISING DOMINANCE |  SEPHORA

TECHNYCAL SPECIFICATIONS

  • Campaign date: April 2023
  • Advertiser: Sephora
  • Media agency: Dentsu
  • Creative agency: 

Last spring Rihanna showed off her most seductive look at Circuito Gran Vía. The Barbados singer, the face of Sephora’s Fenty Beauty line, starred in the launch of the new Hella Thicc mascara. An eye-catching campaign in which Rihanna appeared applying the product and showing, with close-ups of her face and eyes, its spectacular results.

The action, which was shown from 11 to 17 April on the 15 screens of Circuito Gran Vía, achieved more than 13.5 million impacts and increased brand awareness, generating high traffic to Sephora shops.

AD ACTIONS ON OUR SCREENS

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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.

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

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