As a prelude to FITUR 2024, Andalusian Tourist Office showcased its ‘Andalusian crush’ campaign for several minutes at Callao City Lights in an action that was accompanied by an activation in the Plaza del Callao. Specifically, the broadcast featured a live performance by the Cornet and Drum Band Nuestra Señora del Rosario Coronada (Cádiz). More than 130 musicians performed a moving piece in front of the screen of Cines Callao located in the square.

The action managed to attract hundreds of people, achieving a great viralisation on social networks and repercussion in the media. Specifically, more than 3 million impacts during the first week on TikTok and more than 50,000 DOOH impacts in one hour.

The iconic L’Oréal Luxe brand performs a spectacular CGI action linked to the outdoor screens of Cines Callao, on the occasion of the launch of the new Alien Hypersense perfume. A gigantic female hand with sharp nails juts out of the screen of Cines Callao to grab the perfume bottle advertised on an adjoining canvas in the square. This is the eye-catching CGI action that Mugler, part of the L’Oréal Group, has launched to advertise Alien Hypersense, the new refillable perfume that the cosmetics firm has just launched on the market.

The piece supports the campaign that the brand has launched in Callao City Lights, in which a young woman transforms into a woman with an alien appearance, as a result of having perfumed herself with the new fragrance. Her eyes and hair take on violet tones and her nails grow longer until they look like those of a feline. The campaign, starring model Anok Yai, is by US agency Baron & Baron and the simulated outdoor advertising action was developed by Maramura.

Media management was handled by Publicis Connexion by Zenith, the bespoke solution created for L’Oréal Spain and Portugal. This special action is part of the campaign that Mugler has also launched on TV, digital, print and other outdoor media to mark the launch of the fragrance, providing us with a unique brand experience.

The DOOH campaign achieved more than 5 million advertising impacts in the week it was active, impacting audiences at Callao City Lights.

On the occasion of the launch campaign for Gaultier Divine,  Jean Paul Gaultier‘s new eau de parfum, the cosmetics and perfumery firm Puig flooded the Plaza del Callao with sensuality and feminine empowerment.

In a clear reference to the shape of the packaging of the new fragrance, the campaign showed the image of a young woman wearing a gold-coloured conical corset that the protagonist wore with pride of being a woman. As if she were a true goddess, extraordinary and mysterious. I’m a woman. What’s more divine?”, the piece said.

The advertising activation in Callao City Lights achieved more than 12.7 million impacts, achieving a connection with the local female target and brand awareness.