Uber Spain presents its new advertising campaign «Te llevamos a donde quieras» (“We take you wherever you want”) on the screens of Callao City Lights. This new outdoor advertising strategy is aligned with the general objective of growth and reputation of the brand in Spain, as well as with the increase in mobility of the population, thanks to the arrival of the summer season and the reduced number of restrictions on the streets.

McDonald’s, on the occasion of the relaunch of its MyMcDonald’s app and to show some of the new prizes that users can get by accumulating points with every purchase, presents on the screens of Callao City Lights the spectacular 3D campaign developed by BCN Visuals.

A mysterious safe opens to reveal its valuable contents. A pile of coins seem to jump out of the screen to then be collected and give way to a smartphone with the image of a bidi code that has left all the passers-by in Plaza del Callao and Gran Vía in Madrid speechless.

One of the main innovations of the new McDonald’s app is a complete loyalty programme with which the brand aims to reward the trust of its customers, a programme based on a system of accumulable points in each order that can be exchanged for offers on iconic products, brand merchandising and other benefits designed exclusively for App users.

The outdoor advertising campaign on the Callao City screens exceeded 4 million advertising impacts in one week and reached more than 2 million unique users. With great repercussion in the advertising sector media and a huge viralisation in social networks.

The mobile retargeting strategy carried out by AETIB – Agència d’Estratègia Turística de les Illes Balears, at Callao City Lights, achieved more than 2.2 million outdoor impacts and an average mobile viewability of over 81%.

Between the 19th and 25th of May, the AETIB’s campaign to promote tourism in the region combined DOOH impacts from the central screens of Callao City Lights with the subsequent mobile retargeting of those users who passed through the area during the campaign period.

The outdoor advertising strategy managed to reach more than one million unique users and exceeded 2.2 million impacts on an audience of men (49.84%) and women (50.16%), with an average age of 26 to 40 years (37.71%) and a socio-economic level mostly medium (44.94%). A public interested above all in art and entertainment, society, travel, home, sports and automotive, resident in Madrid (57.28%) and also with a job in Madrid (61.4%).

48.61% of the users impacted by the outdoor campaign were again impacted by the mobile retargeting strategy established in parallel. This mobile retargeting action featured 5 creatives and 3 different display formats (Interstitial, Robapáginas and Double Robapáginas) showing different activities that travellers can carry out in the Balearic Islands, reinforcing brand recall and positioning the Balearic archipelago as a tourist destination in the user’s top-of-mind. The retargeting strategy achieved a viewability of almost 81% in the mobile campaign, and engagement rates that, thanks to the optimisation of the campaign, multiplied by 3 the interaction results of the interstitial format, and by 4 in the Double Steal Pages format. Furthermore, the campaign analysis shows that the highest interaction rates for this mobile campaign were achieved on the weekend (Saturday and Sunday) of the campaign, especially from 18:00 to 21:00.

Regarding the geo-profile of mobile users, more than 51% were men aged 26 to 40, of middle socio-economic level, interested in art and entertainment, society, travel and automotive. More than 53% live in Madrid and most of them have an Android device.