To reinforce its iconic brand positioning, Adidas Originals launched a colourful campaign in collaboration with Italian digital artists Filippo Ghisleri and Paola Pinna.

The action showcased Adidas’ past and future with a journey through some of its most iconic moments towards a new future yet to be discovered.

A futuristic character and a young woman with the appearance of an avatar star in the pieces of this campaign. The former walks along a catwalk decorated with the brand’s iconic clothing and footwear. The latter walks through various scenarios typical of a video game. The slogan, ‘Reinventing the past, creating the future, defining a new era of originality’.

The campaign managed to exceed 34.4 million impacts and 2.6 million unique users on the screens of Circuito Gran Vía. This increased the global positioning and achieved a greater connection with the local target.

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%.

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.