CALLAO CITY LIGHTS’ CASE STUDIES
THE MOST STUNNING OUTDOOR ADVERTISING
SEPHORA FENTY BEAUTY HELLA THICC
ADVERTISING DOMINANCE | SEPHORA
- Campaign date: April 2023
- Advertiser: Sephora
- Media agency: Dentsu
- Creative agency: –
Last spring Rihanna showed off her most seductive look at Circuito Gran Vía. The Barbados singer, the face of Sephora’s Fenty Beauty line, starred in the launch of the new Hella Thicc mascara. An eye-catching campaign in which Rihanna appeared applying the product and showing, with close-ups of her face and eyes, its spectacular results.
The action, which was shown from 11 to 17 April on the 15 screens of Circuito Gran Vía, achieved more than 13.5 million impacts and increased brand awareness, generating high traffic to Sephora shops.
L’OREAL PRO XXL LIFT
LIVE BROADCASTING, ON-SITE INTERACTION, 3D CREATIVITY | L’Oreal Paris
- 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
LIVE BROADCASTING, ON-SITE INTERACTION | Carolina Herrera
- 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.
DYNAMIC CREATIVITY, 3D CREATIVITY | Gillete
- 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.
- 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.
‘ANONYMOUS HEROES’ TWITCH
INTERACTIVITY | TWITCH
- Campaign date: January – February 2023
- Advertiser: Twitch
- Media agency: Mediabrands Content Studio
- Creative agency: –
Twitch held an advertising domination action at Circuito Gran Vía to invite the audience to discover the ‘unsung heroes’ of its channel. Elvira Yuki, the queen of demon-killing dance; MoureDev, who teaches everyone how to program; Pilarsita, the record-breaking gamer; Ollie Gamerz, unexpected winner of the squidcraft games, and Trizia Curtis, the LGTBI+ defender who takes it with a lot of humour, were the protagonists of this campaign, who were invited to discover by scanning a QR code displayed on screen and the hashtag #LittleGreatCommunity.
A campaign for which it contracted 10 hours of exclusive broadcasting on the screens of the Callao Cinemas and the Lope de Vega, Coliseum and Rialto theatres (Gran Vía Circuit).
“They are not small. They are just waiting to be discovered. Let’s celebrate the unsung heroes of Twitch”, said the different creatives developed for the campaign. It was a tribute to those content creators who have not yet made it to fame but are worthy enough to do so one day.
The campaign exceeded 720,000 advertising impacts in 10 hours of broadcasting, boosting digital traffic, the brand’s connection with the local target and global positioning.
‘FLIPAR’ JORGE BLASS
LIVE BROADCASTING, ON-SITE INTERACTION, 3D CREATIVITY | JORGE BLASS
- Campaign date: October 2022
- Advertiser: Jorge Blass
- Media agency: –
- Creative agency: 7 Rojo Producciones
In order to promote his new magic show ‘Flipar’, Jorge Blass performed an action in the Plaza del Callao that was broadcast live on the screens of Callao City Lights.
Hundreds of onlookers came to enjoy this show, among them several celebrities and journalists, such as the presenter Carles Francino, who interviewed him live for La Ser, or the former gymnast Almudena Cid.
The live on-screen broadcast was combined with the broadcast of a 3D advertising spot in which the illusionist’s hand seemed to come out of the external support.
The DOOH campaign, which combined live broadcasting of the on-screen activation and 3D creativity, achieved more than 37,000 impacts and more than 15,000 unique users in one hour on the screen of Cines Callao. The campaign also achieved great repercussion in the media, more connection with the local target, and through the use of QR, boosting digital traffic to the ticket sales website.
THE LION KING’ NEW SEASON
3D CREATIVITY | Stage Entertainment
- Campaign date: September and October 2022
- Advertiser: Stage Entertainment
- Media agency: Stage Entertainment
- Creative agency: RGB Corp
On the occasion of the premiere of the new season of the musical ‘The Lion King’ at the Lope de Vega Theatre, a 3D campaign was launched, the first of its kind to promote the show.
Thanks to the 3D effect, produced especially when Rafiki’s character stretched his arm outwards before raising it to his chest, a large number of passers-by in the area were impressed.
The piece showed the image of Rafiki, the character played by actress Lindiwe Mkhize in the musical, smiling and holding her hand to her heart as a greeting to passers-by.
In 3 weeks, the DOOH campaign achieved 31 million impacts and 2.7 million unique users on the screens of Circuito Gran Vía. And with the campaign, we achieved more traffic to the Lope de Vega theatre and promoted culture.
ADIDAS DIMENSIONAL WALK
3D CREATIVITY | ADIDAS
- Campaign date: September 2022
- Advertiser: Adidas Originals
- Media agency: Mediacom Barna (Group M)
- Creative agency: –
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.
PROMOTUR TURISMO DE ISLAS CANARIAS
RETARGETING MOBILE | PROMOTUR TURISMO DE ISLAS CANARIAS
- Fecha de campaña: Mayo y Junio 2022
- Anunciante: Promotur Turismo de canarias
- Agencia de medios: IKI Media
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%.
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