CALLAO CITY LIGHTS’ CASE STUDIES
THE MOST STUNNING OUTDOOR ADVERTISING
ANDALUSIAN TOURISM CAMPAIGN
ANDALUSIAN TOURISM CAMPAIGN
INTERACCIÓN EN PLAZA | TURISMO DE ANDALUCÍA
TECHNYCAL SPECIFICATIONS
- Campaign date: January 23th, 2024
- Advertiser: Andalusia Tourist Office
- Media agency: M&C Saatchi
- Creative agency: –
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.
GIVENCHY L’INTERDIT ROUGE ULTIME
GIVENCHY L’INTERDIT ROUGE ULTIME
AD SYNCHRONIZATION, ON-SITE INTERACTION
| GIVENCHY
TECHNYCAL SPECIFICATIONS
- Campaign date: October 21st and 22nd, 2023
- Advertiser: Givenchy
- Media agency: Publicis
- Creative agency: –
On the occasion of the launch of the new feminine fragrance L’Interdit Rouge Ultime, Givenchy carried out an eye-catching special action in Madrid’s Plaza del Callao with the aim of generating brand awareness and product sales.
A show of laser beams and electronic music, combined with the synchronized broadcast of a video on the outdoor screens of the Callao Cinemas and El Corte Inglés, served as a preamble to the broadcast of the new fragrance’s spot.
A countdown on the screens preceded the show that flooded the square with red laser beams, a nod to the color of the new fragrance’s pack and its positioning: that of a fiery and daring perfume that invites you to cross the red line. A light and sound show for which the streetlights in the square were turned off and several fog cannons were fired, helping to create an atmosphere that enhanced the show. The video projected on the screens showed images of laser beams, similar to those in the square, ending with the image of the new fragrance which, after jumping through the air, gave way to the brand’s spot.
The action achieved more than 100,000 DOOH impacts in the 2 hours that each activation of the show lasted. It also achieved a great viralization in social networks and connection with the local female target.
TAG HEUER
TAG HEUER
3D CREATIVITY | TAG HEUER
TECHNYCAL SPECIFICATIONS
- Campaign date: April 2023
- Advertiser: Tag Heuer
- Media agency: Publicis
- Creative agency: –
To celebrate TAG Heuer Carrera’s 60th anniversary, the Swiss brand launched a new range of the collection featuring actor Ryan Gosling. A novelty that the brand unveiled with an advertising campaign that, under the slogan ‘The race never stops’, had a presence in Callao City Lights with two different creatives: one with the image of the watch in 3D that was broadcast on the screen of the Plaza del Callao and another traditional one, starring the Canadian actor, which was displayed on the screen of Gran Vía.
The action, managed by Publicis, could be seen last April and also had two hours of exclusive advertising broadcasting. The campaign achieved more than 4.5 million impacts during the five days in which it was broadcast and 85,000 more impacts in the two hours of exclusive broadcasting. It also achieved viralisation on social networks and high brand awareness.
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Fuencarral Street, 123. 2º 28010 Madrid | Phone Number: 915 913 090