CALLAO CITY LIGHTS’ CASE STUDIES

THE MOST STUNNING OUTDOOR ADVERTISING

ADIDAS DIMENSIONAL WALK

ADIDAS DIMENSIONAL WALK

3D CREATIVITY |  ADIDAS

TECHNYCAL SPECIFICATIONS

  • 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 CANARY ISLANDS TOURISM

PROMOTUR TURISMO DE ISLAS CANARIAS

RETARGETING MOBILE  | PROMOTUR TURISMO DE ISLAS CANARIAS 

TECHNICAL SPECIFICATIONS

  • Fecha de campaña: Mayo y Junio 2022
  • Anunciante: Promotur Turismo de canarias
  • Agencia de medios: IKI Media
Between May 21 and June 6, Turismo de Canarias carried out a campaign to promote tourism in the region, combining DOOH impacts from the central screens of Callao City Lights with the subsequent mobile reactivation of those users who visited the area during the campaign period.

 

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%.

NEW MCSPICY FROM MCDONALD’S

NUEVA MCSPICY DE MCDONALD’S

TRAFFIC TO POINT OF SALE, CONTEXTUALIZED CREATIVITY  |  McDonald’s

TECHNICAL SPECIFICATIONS

  • Campaign date: June and July 2022
  • Advertiser: McDonald’s
  • Media agency: MEDIACOM (GroupM)
  • Creative agency: TBWA

McDonald’s, on the occasion of the launch of its new McSpicy burger, challenges the Callao audience to try it for free at the McDonald’s restaurant at Calle Esparteros 1 in Madrid, located just 500m (7 minutes walk) from the Callao screen, to become the ‘spicy face of the day’.

The new McSpicy is too spicy for you?‘, with this challenging claim, McDonald’s DOOH creativity includes the image of the funny reactions of several people when tasting the burger, among them Mario Vaquerizo, prescriber of the campaign. Faces of surprise, surprise and the occasional snort and sweat are shown in the creativity that encourages people to share the experience on social networks under the hashtag #McSpicyDebate.

The action, managed in the media by OMG, was broadcast for half an hour exclusively over six days (31 May, 4,5,7,8 and 9 July 2022) on the spectacular large format digital screen of Callao City Lights, located in Plaza del Callao, the most visited square in Spain.

The outdoor advertising campaign on the Callao screen exceeded 81,000 advertising impacts in 3 hours of broadcasting (30-minute blocks over 6 days), and reached more than 227,000 unique users, boosting traffic to the point of sale, the brand’s connection with the local target and the brand’s recall and engagement with the outdoor audience.

PLAYSTATION HORIZON FORBIDDEN WEST

PLAYSTATION HORIZON FORBIDDEN WEST

INTERACTIVITY  |  Playstation

TECHNICAL SPECIFICATIONS

  • Campaign date: February 2022
  • Advertiser: Playstation
  • Media agency: Mediacom
On the occasion of the launch of the Horizon Forbidden WestPlayStation carried out a special action that combined the presence on the screens of Callao City Lights with an original street activation: an impressive sculpture of the Garriraptor, one of the main characters of the game, presiding over the Plaza del Callao.

In addition to publicising this eagerly awaited launch for the gamer world, the DOOH campaign announced the possibility of buying the videogame at 50% off at Game shops, taking two games from the same platform.

The action was complemented by a competition among specialised media for one of their readers to win a stunning Regalla edition of Horizon Forbidden West signed by Michelle Jenner and a reproduction of the bow used by Aloy, the game’s protagonist. To enter the draw, participants simply had to upload a selfie with the statue in the square or a photograph of it to Twitter, along with the hashtag #HorizonForbiddenWest and the hashtag created by each of the participating magazines.

The campaign ran from 18 to 22 February, achieving more than 4 million hits on DOOH. On Twitter, more than 538,000 impacts were achieved and a reach of more than 480,000 users.

L’ORÉAL ELVIVE

L’ORÉAL ELVIVE

INTERACTIVITY  |  L’Oreal Paris

TECHNICAL SPECIFICATIONS

  • Campaign date: February 2022
  • Advertiser: L’Oréal Paris
  • Media agency: Zenith
  • Creative agency: Pixel and Pixel
Special actions are back at Callao City Lights. On the occasion of the launch of the new Elvive Hidra Hyaluronic hair range, L`Oréal París turned Callao square into a big molecule of hyaluronic acid. A spectacular activation in the square combined with the projection on our screens of the videos recorded minutes before and on the spot with influencers and anonymous people testing the product.

Thanks to this action, visitors to the square were able to enter the hyaluronic acid universe and get a close-up look at the new L’Oréal Paris range. The experience emulated what happens inside a hyaluronic acid molecule and was recorded with a glam cam  located inside one of the bubbles installed in the square, so that participants could then see themselves in the big time on the outdoor screens of the Callao Cinemas.

The action, designed by Pixel and Pixel and managed in the media by Zenith, took place on 4 and 5 February, with several half-hour exclusive broadcasts that combined the spot for the new product range with the videos recorded in situ minutes before. In just two days, more than 1.5 million advertising impacts were achieved on DOOH, with an audience of around 570,000 unique users.

The Elvive Hydra Hyaluronic range is composed of 72H Hydrating Replenishing Shampoo, 72H Hydrating Replenishing Conditioner, 72H Hydrating Mask and Hydrating Replenishing Serum with 2% Hyaluronic Care System.

11.11 ALIEXPRESS

11.11 ALIEXPRESS

DYNAMIC CREATIVITY  |  AliExpress

TECHNICAL SPECIFICATIONS

  • Campaign date: November 2021
  • Advertiser: AliExpress
  • Media agency: OMD
  • Creative agency: Ogilvy

To celebrate World Shopping Day on 11 November, which coincides with Singles Day in China, AliExpress has launched an action in Callao City Lights starring sports journalist Josep Pedrerol in which consumers are invited to get discount coupons and free shipping on purchases made that day on the Alibaba Group’s online marketplace.

From 1 November until 11 November, a countdown was broadcast in which the media personality appeared with one of his most popular expressions (used last summer in reference to the international transfer market), this time to encourage participation in this event: ‘TIC, TAC. This time, yes, the biggest event of the year is coming’. What the public in and around the square could see was a landing page created for the occasion that changed from day to day.

11.11 is the most important event for AliExpress and one of the most important shopping periods of the year globally. In addition to discounts of up to 80% on “thousands and thousands of offers”, according to AliExpress itself, last 11 November consumers could win 900,000 euros in prizes in the MegaRuletón, a special version of the game available on the AliExpress app in which it is possible to win different prizes by inviting other users to participate.

The campaign, created by Ogilvy and managed in the media by OMD, was active in different outdoor media throughout Spain for several days in November.

ONE FLAG

ONE FLAG

ONAIR CREATIVITY  |  AliExpress

TECHNICAL SPECIFICATIONS

  • Campaign date: July and August 2021
  • Advertiser: AliExpress
  • Media agency: OMNICOM (OMD)
  • Social Media: Twitter y Guud

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).

IMPOSSIBLE IS NOTHING EUROCUP

IMPOSSIBLE IS NOTHING EUROCUP

DYNAMIC CREATIVITY  |  Adidas

TECHNICAL SPECIFICATIONS

  • Campaign date: June and July 2021
  • Advertiser: Adidas
  • Media agency: MEDIACOM (GroupM)

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 FORMENTOR

CUPRA FORMENTOR

3D CREATIVITY  |  Cupra

TECHNICAL SPECIFICATIONS

  • Campaign date: June 2021
  • Advertiser: Cupra
  • Media agency: PHD Media (Omnicom Media Group)
  • Creative agency: C14TORCE y BCN Visuals

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.

WE TAKES YOU WHEREVER YOU WANT

WE TAKES YOU WHEREVER YOU WANT

CONTEXTUALIZED CREATIVE  |  UBER

TECHNICAL SPECIFICATIONS

  • Campaign date: June and July 2021
  • Advertiser: Uber
  • Media agency: MEDIACOM (GroupM)
  • Creative agency: MONO Madrid

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.

The campaign, aimed at local users, proposes making the most of the city of Madrid, highlighting the convenience and safety of its mobility services. A comfortable, fast and safe mode of transport to enjoy Madrid’s leisure activities.
 
The different creatives used on the Callao City Lights screens show contextualised messages that, in a humorous tone, highlight the different advantages of using Uber to travel around the centre of the capital, such as the convenience of not having to look for parking and the easy access to leisure and cultural plans in the heart of Madrid.
 
As a result, Uber’s outdoor advertising campaign on the Callao City Lights screens surpassed 11.5 million advertising impacts in its five weeks on screen (weeks 23 to 27 of 2021) and reached more than 2.7 million unique users. The strategy allowed the brand to consolidate its global positioning, increase its connection with the local target and reinforce brand recall among users passing through Plaza del Callao and Gran Vía in Madrid.

AD ACTIONS ON OUR SCREENS

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If you have any questions, please contact us at publicidad@callaocitylights.es , eventos@callaocitylights.es or fill this form and we will get in touch as soon as possible.

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Fuencarral Street, 123. 2º 28010 Madrid | Phone Number: 915 913 090

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