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.