On the occasion of the launch of the Horizon Forbidden West, PlayStation 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.

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.

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.