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GALERÍA DE LAS COLECCIONES REALES

ADVERTISING DOMINANCE | PATRIMONIO NACIONAL

TECHNYCAL SPECIFICATIONS

Campaign date: July 2023
Advertiser: Patrimonio Nacional
Media agency: GROUP M (MINDSHARE)
Creative agency: –

Patrimonio Nacional invaded the centre of Madrid with a campaign in Circuito Gran Vía announcing the opening of the Galería de las Colecciones Reales (Royal Collections Gallery).

Under the slogan ‘The real moves you. Move, come and feel’, the action showed the interpretation, by several dancers, of different works by great artists of our history. A piece impregnated with art and emotion that could be seen, between 17 and 23 July, on the outdoor screens of the Callao Cinemas and the Lope de Vega, Coliseum and Rialto theatres.

The action achieved more than 11 million impacts, as well as a great notoriety for the new museum and a connection with the local target.

Located in the Royal Palace complex in Madrid, the new gallery houses more than 650 masterpieces by artists such as Caravaggio, Velázquez, Goya and Titian, among many others. A journey through the history of the Spanish monarchy and the artistic taste of each of its protagonists, from the first reigns of the Middle Ages to Juan Carlos I.

PARQUE WARNER

ON-SITE INTERACTION | PARQUE WARNER

TECHNYCAL SPECIFICATIONS

Campaign date: July 2023
Advertiser: Parque Warner
Media agency: –
Creative agency: –

On the occasion of the inauguration of the new ‘Batman Gotham City Escape’ attraction, Parque Warner turned Madrid’s Callao square into the stage for a unique encounter between Batman, The Joker and Harley Quinn. The public in the square was able to have their portraits taken with the popular DC Comics characters and the impressive Batman vehicle, which for the first time left Parque Warner, while the Callao City Lights screens broadcast the spot announcing the launch of the new roller coaster.

A spectacular action that combined street marketing with outdoor advertising, achieving more than 650,000 impacts among the thousands of visitors who pass through the Plaza del Callao every day.

SUMMER DAYS’ MIRAVIA

ADVERTISING DOMINANCE, 3D CREATIVITY | MIRAVIA

TECHNYCAL SPECIFICATIONS

Campaign date: June 2023
Advertiser: Miravia
Media agency: OMG
Creative agency: –

The new marketplace Miravia launched a 3D DOOH advertising domination campaign in Circuito Gran Vía to publicise its offers and discounts as part of its ‘Summer Days’.

For two days, the e-commerce platform belonging to the Chinese company Alibaba invited the public in the centre of Madrid to buy products in its online shop, increasing digital traffic and promoting its discounts in a wide variety of brands and sectors: fashion, beauty and health, entertainment, electronics and supermarkets, among others.

The campaign, managed in the media by OMG, achieved more than 3.5 million impacts.

NEW HAVIANAS SQUARE

ADVERTISING DOMINANCE, 3D CREATIVITY | HAVAIANAS

TECHNYCAL SPECIFICATIONS

Campaign date: June – July 2023
Advertiser: Havaianas
Media agency: –
Creative agency: –

Havaianas, the Brazilian brand created in 1962, invades the centre of Madrid in summer with an eye-catching campaign in Circuito Gran Vía, which markets Callao City Lights. The aim was to advertise its new Square line, the classic flip-flops with a square toe, in one of the city’s best locations. Under the slogan ‘Our classic, reshaped’, the action includes 3D creativity on the outdoor screens of the Callao Cinemas and several 2D pieces in the Lope de Vega, Coliseum and Rialto theatres.

The campaign achieved more than 25 million DOOH impacts in the Gran Vía Circuit, boosting brand awareness and user traffic to its pop up store located in Gran Vía.

WOMEN’SECRET 30 ANIVERSARIO

ADVERTISING DOMINANCE | WOMEN’SECRET

TECHNYCAL SPECIFICATIONS

Campaign date: June 2023
Advertiser: Women’Secret
Media agency: Publicis
Creative agency: –

‘For another 30 years together’. Women’secret celebrates its 30th anniversary in Circuito Gran Vía with a refreshing campaign that brings us ahead of the summer season. At the same time it reminds us that it is the same time that Saturn takes to reach the point where it was 30 years ago.

A cosmic phenomenon called ‘Saturn’s return’ to which astrologers attribute the changes that occur at certain stages of our lives and which the brand uses in this case to empower and praise its target audience. It’s Saturn’s fault’, says the piece.

The campaign, which aired on the Gran Vía Circuit from 12 to 18 June 2023, exceeded 14 million advertising impacts, boosting viralisation on social networks and the brand’s connection with the local female target.

OLAY WELL-AGING

ON-SITE INTERACTION, ADVERTISING DOMINANCE | OLAY

TECHNYCAL SPECIFICATIONS

Campaign date: June 2023
Advertiser: Olay
Media agency: Carat (Dentsu)
Creative agency: Delirio & Twain

Olay, a Procter & Gamble brand specialising in skin care, wanted to ‘challenge’ ageism with a flashmob in the Plaza del Callao. An unexpected dance that sought to dismantle the belief that age decides what we are suitable for and what we are not.

The action was developed with the support of a DOOH advertising domination campaign of the brand in Circuito Gran Vía with the slogan ‘You’re old enough to show off your skin’ with the aim of boosting viralisation on social networks and connecting with the local female target.

The campaign, carried out on 22 June on Madrid’s Gran Vía, achieved in one hour more than 120,000 DOOH impacts and the participation in the flashmob of more than 100 women between 18 and 82 years old.

TOMMY X SHAWN

MOBILE RETARGETING | TOMMY HILFIGER

TECHNYCAL SPECIFICATIONS

Campaign date: March – April 2023
Advertiser: Tommy Hilfiger
Media agency: PVH IBERIA
Creative agency: –

With the aim of boosting awareness, digital engagement and viralisation of the new Tommy x Shawn collection, Tommy Hilfiger launched a campaign last spring on the screens of Callao City Lights, which was reinforced with mobile retargeting. Under the slogan ‘Self reborn’, the action showed the popular Canadian singer-songwriter trying on some of the clothes from his collection outdoors, in what was his second year of collaboration with the brand.

The campaign achieved more than 27.5 million DOOH impacts and more than 2 million unique users. On social media, the campaign reached more than 48,000 unique users on Facebook and more than 53,000 on Instagram.

SEPHORA FENTY BEAUTY HELLA THICC

ADVERTISING DOMINANCE | SEPHORA

TECHNYCAL SPECIFICATIONS

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

TECHNYCAL SPECIFICATIONS

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

TECHNYCAL SPECIFICATIONS

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.

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