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).

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.

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.