CALLAO CITY LIGHTS’ CASE STUDIES

THE MOST STUNNING OUTDOOR ADVERTISING

L’OREAL PRO XXL LIFT

L’OREAL PRO XXL LIFT

LIVE BROADCASTING, ON-SITE INTERACTION, 3D CREATIVITY |  L’Oreal Paris 

TECHNYCAL SPECIFICATIONS

  • Campaign date: October 2022
  • Advertiser: L’Oréal Paris
  • Media agency: Zenith Media
  • Creative agency: –

The aim was to raise awareness of the benefits of the new L’Oréal Paris PRO XXL Lift mascara, especially among young people.

The action included an activation with influencers and an anonymous public in the Plaza del Callao (Madrid) combined with the broadcasting of several videos and a 3D advert on the screens of Cines Callao.

Influencers and anonymous people were made up and recorded, to show on screen the before and after application of the product, together with an image of the product in 3D.

The DOOH campaign, which combined on-screen activation and advertising frequency, achieved more than 630,000 impacts and more than 258,000 unique users on the screens of Cines Callao. And achieving with the campaign, the viralisation of the campaign on social networks and the connection with the local target.

CAROLINA HERRERA GOOD GIRL

CAROLINA HERRERA GOOD GIRL

LIVE BROADCASTING, SQUARE INTERACTION |  Carolina Herrera

TECHNYCAL SPECIFICATIONS

  • Campaign date: November 2022
  • Advertiser: Puig Carolina Herrera
  • Media agency: Publicis Groupe 
  • Creative agency: Publicis

Carolina Herrera turned the Plaza del Callao into a film set where the public could pose and become the protagonist of a special action aimed at promoting its iconic feminine fragrance Good Girl. Influencers Mar Lucas and Violeta Mangriñán starred in this activation, which was joined by a multitude of people in the square.

Everyone was able to pose next to a giant replica of the Carolina Herrera perfume: a navy blue and black high heeled shoe.

The images, both still and moving, the latter taken with a glam cam, could be seen on the Callao City Lights screen located in the square.

In two days, the DOOH campaign achieved 1.5 million impacts and more than 600,000 unique users on the screens of Circuito Gran Vía. And achieving with the campaign, the viralisation of the campaign on social networks and the connection with the local target.

GILLETE LABS

GILLETE LABS

DYNAMIC CREATIVITY, 3D CREATIVITY |  Gillete

FICHA TÉCNICA

  • Campaign date: October and November 2022
  • Advertiser: Procter & Gamble
  • Media agency: DENTSU
  • Creative agency: –

To announce the launch of Gillette Labs, a new razor with an exfoliating bar that cleanses the skin before the blades, a 3D campaign was launched starring the footballer Joaquín, the brand’s prescriber.

The campaign was executed on the 15 screens that make up the Gran Vía Circuit, which, together with the spectacular 3D, helped to generate a great impact throughout the Gran Vía.

The action featuring the footballer Joaquín, the brand’s prescriber, resorted to 3D creativity to offer a close-up of the new razor. In 2 weeks, the DOOH campaign achieved more than 22 million impacts and over 2 million unique users on the screens of Circuito Gran Vía. And achieving brand awareness and connection with the local target.

HALLOWEEN FANTA

HALLOWEEN FANTA

3D CREATIVITY  |  Fanta

TECHNICAL SPECIFICATIONS

  • Campaign date: October-November 2022
  • Advertiser: Fanta
  • Media agency: Mediacom
  • Creative agency: Maramura

In order to increase market share, especially among young people and children, Fanta launched a geo-contextualised campaign linked to Halloween. The brand resorted to 3D creativity, designed specifically for outdoor use, to achieve greater spectacularity and attract the public’s attention.

In addition, to increase its impact, the campaign was exhibited at Circuito Gran Vía. A pumpkin with a skeleton hand appeared on the screens to catch a bottle of Fanta and show it to passers-by, giving the impression that it was coming out of the supports. In 3 weeks, the DOOH campaign achieved 30.2 million impacts and 2.7 million unique users on the screens of Circuito Gran Vía. And achieving with the campaign, set in Halloween, great contextualisation and connection with the local target.

PROMOTUR CANARY ISLANDS TOURISM

PROMOTUR TURISMO DE ISLAS CANARIAS

RETARGETING MOBILE  | PROMOTUR TURISMO DE ISLAS CANARIAS 

TECHNICAL SPECIFICATIONS

  • Fecha de campaña: Mayo y Junio 2022
  • Anunciante: Promotur Turismo de canarias
  • Agencia de medios: IKI Media
Between May 21 and June 6, Turismo de Canarias carried out a campaign to promote tourism in the region, combining DOOH impacts from the central screens of Callao City Lights with the subsequent mobile reactivation of those users who visited the area during the campaign period.

 

The outdoor advertising strategy managed to reach more than one and a half million unique users and exceeded 4.5 million impacts on an audience of men (61.54%) and women (38.46%), with an average age of 26 to 40 years (37.71%) and a socioeconomic level mostly medium (45.51%). A public interested mainly in science, fashion, politics, employment and automotive, resident in Madrid city (75.65%) and also with a job in Madrid (78.52%).

 

59% of the users impacted by the outdoor campaign were again impacted by the mobile retargeting strategy established in parallel. This mobile retargeting action featured 4 creatives and 3 formats: Interstitial 320x480px (300,000 impressions contracted), Video PreRoll (300,000 impressions contracted) and Video Instagram/Facebook (50,000 views contracted) that showed different activities that travelers can carry out in the Canary Islands, reinforcing brand recall and positioning the Canary Islands as a tourist destination in the user’s top-of-mind.

 

The best VTR of the video formats was achieved in the PreRoll video, as it was viewed in its entirety 83.73% of the times it was shown. The VTR result for the PreRoll video exceeds the average for this format which is normally around 75% – 85% VTR.

 

In terms of video formats served on Facebook/Instagram, one of the creatives achieved higher VTR, as 39.59% of the times it was viewed in full.

 

As for the geo-profile of mobile users, more than 51.41% were men between 26 and 40 years of age of middle socioeconomic level, interested in art and entertainment, sports, travel and shopping.

 

Finally, it is worth highlighting the viewability (mobile visibility) on display, which reached 80.69%.

NEW MCSPICY FROM MCDONALD’S

NEW MCSPICY FROM MCDONALD’S

CONTEXTUALIZED CREATIVEMcDonald’s

TECHNICAL SPECIFICATIONS

  • Campaign date: June and July 2022
  • Advertiser: McDonald’s
  • Media agency: MEDIACOM (GroupM)
  • Creative agency: TBWA

McDonald’s, on the occasion of the launch of its new McSpicy burger, challenges the Callao audience to try it for free at the McDonald’s restaurant at Calle Esparteros 1 in Madrid, located just 500m (7 minutes walk) from the Callao screen, to become the ‘spicy face of the day’.

The new McSpicy is too spicy for you?‘, with this challenging claim, McDonald’s DOOH creativity includes the image of the funny reactions of several people when tasting the burger, among them Mario Vaquerizo, prescriber of the campaign. Faces of surprise, surprise and the occasional snort and sweat are shown in the creativity that encourages people to share the experience on social networks under the hashtag #McSpicyDebate.

The action, managed in the media by OMG, was broadcast for half an hour exclusively over six days (31 May, 4,5,7,8 and 9 July 2022) on the spectacular large format digital screen of Callao City Lights, located in Plaza del Callao, the most visited square in Spain.

The outdoor advertising campaign on the Callao screen exceeded 81,000 advertising impacts in 3 hours of broadcasting (30-minute blocks over 6 days), and reached more than 227,000 unique users, boosting traffic to the point of sale, the brand’s connection with the local target and the brand’s recall and engagement with the outdoor audience.

PLAYSTATION HORIZON FORBIDDEN WEST

PLAYSTATION HORIZON FORBIDDEN WEST

INTERACTIVITY  |  Playstation

TECHNICAL SPECIFICATIONS

  • Campaign date: February 2022
  • Advertiser: Playstation
  • Media agency: Mediacom
On the occasion of the launch of the Horizon Forbidden WestPlayStation carried out a special action that combined the presence on the screens of Callao City Lights with an original street activation: an impressive sculpture of the Garriraptor, one of the main characters of the game, presiding over the Plaza del Callao.

In addition to publicising this eagerly awaited launch for the gamer world, the DOOH campaign announced the possibility of buying the videogame at 50% off at Game shops, taking two games from the same platform.

The action was complemented by a competition among specialised media for one of their readers to win a stunning Regalla edition of Horizon Forbidden West signed by Michelle Jenner and a reproduction of the bow used by Aloy, the game’s protagonist. To enter the draw, participants simply had to upload a selfie with the statue in the square or a photograph of it to Twitter, along with the hashtag #HorizonForbiddenWest and the hashtag created by each of the participating magazines.

The campaign ran from 18 to 22 February, achieving more than 4 million hits on DOOH. On Twitter, more than 538,000 impacts were achieved and a reach of more than 480,000 users.

L’ORÉAL ELVIVE

L’ORÉAL ELVIVE

INTERACTIVITY  |  L’Oreal Paris

TECHNICAL SPECIFICATIONS

  • Campaign date: February 2022
  • Advertiser: L’Oréal Paris
  • Media agency: Zenith
  • Creative agency: Pixel and Pixel
Special actions are back at Callao City Lights. On the occasion of the launch of the new Elvive Hidra Hyaluronic hair range, L`Oréal París turned Callao square into a big molecule of hyaluronic acid. A spectacular activation in the square combined with the projection on our screens of the videos recorded minutes before and on the spot with influencers and anonymous people testing the product.

Thanks to this action, visitors to the square were able to enter the hyaluronic acid universe and get a close-up look at the new L’Oréal Paris range. The experience emulated what happens inside a hyaluronic acid molecule and was recorded with a glam cam  located inside one of the bubbles installed in the square, so that participants could then see themselves in the big time on the outdoor screens of the Callao Cinemas.

The action, designed by Pixel and Pixel and managed in the media by Zenith, took place on 4 and 5 February, with several half-hour exclusive broadcasts that combined the spot for the new product range with the videos recorded in situ minutes before. In just two days, more than 1.5 million advertising impacts were achieved on DOOH, with an audience of around 570,000 unique users.

The Elvive Hydra Hyaluronic range is composed of 72H Hydrating Replenishing Shampoo, 72H Hydrating Replenishing Conditioner, 72H Hydrating Mask and Hydrating Replenishing Serum with 2% Hyaluronic Care System.

11.11 ALIEXPRESS

11.11 ALIEXPRESS

DYNAMIC CREATIVITY  |  AliExpress

TECHNICAL SPECIFICATIONS

  • Campaign date: November 2021
  • Advertiser: AliExpress
  • Media agency: OMD
  • Creative agency: Ogilvy

To celebrate World Shopping Day on 11 November, which coincides with Singles Day in China, AliExpress has launched an action in Callao City Lights starring sports journalist Josep Pedrerol in which consumers are invited to get discount coupons and free shipping on purchases made that day on the Alibaba Group’s online marketplace.

From 1 November until 11 November, a countdown was broadcast in which the media personality appeared with one of his most popular expressions (used last summer in reference to the international transfer market), this time to encourage participation in this event: ‘TIC, TAC. This time, yes, the biggest event of the year is coming’. What the public in and around the square could see was a landing page created for the occasion that changed from day to day.

11.11 is the most important event for AliExpress and one of the most important shopping periods of the year globally. In addition to discounts of up to 80% on “thousands and thousands of offers”, according to AliExpress itself, last 11 November consumers could win 900,000 euros in prizes in the MegaRuletón, a special version of the game available on the AliExpress app in which it is possible to win different prizes by inviting other users to participate.

The campaign, created by Ogilvy and managed in the media by OMD, was active in different outdoor media throughout Spain for several days in November.

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).

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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