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.

The Plaza del Callao was completely full to capacity. Nearly 4,000 people flocked to the centre of Madrid to watch on the screens of Callao City Lights the presentation of the second season of ’21 days without spending money’, the hit series by Nil Ojeda, Misho Amoli and Guanyar that took YouTube by storm last year.

The event became part of the first episode of the new season, in which the popular content creators return to live crazy adventures on a journey through Spain, Mexico and the U.S. Among their objectives for this new edition, meeting Mr. Beast, the most famous American youtuber in the world.

The action achieved more than 41,000 DOOH hits in 45 minutes and went viral on social networks, with more than 8.5 million views and 565,000 likes.

The previous season of the series, in which the three streamers shared their crazy and funny experiences trying to live without spending money for three weeks, gained more than 1 million followers on YouTube.

To advertise the premiere of ‘Kung Fu Panda 4’, Universal Pictures Spain carried out an eye-catching action in the Plaza del Callao that combined the broadcast of a 3D spot on our screens with a spectacular piece of simulated outdoor advertising (CGI) on social networks. In it, several giant dumplings came out of our Callao screen and remained floating in the area, while Po, the panda bear starring in the film, leaned out of the screen to gobble up some of the dumplings that were flying nearby.

The 3D campaign achieved over 4 million DOOH impressions in one week and the CGI piece, over 50,000 impressions on Tik Tok and Instagram, increasing the connection with the film’s physical and digital target.

The action ran from 4 to 10 March 2024.

On the occasion of the presentation of Iberdrola’s new Green Stable Plan, an army of flying saucers invaded Madrid’s Plaza del Callao last March. An innovative action that combined the broadcast of the brand’s new spot, ‘Pase lo que pase’, directed by Alex de la Iglesia, and a spectacular 3D piece on the screens of Callao City Lights, with a surprising piece of simulated outdoor advertising (CGI) on social networks, in which you could see how, after taking off from our terrace, a flying saucer launched a laser beam on the screen of Callao that caused the broadcast of the spot.

The action achieved more than 230,000 DOOH impacts during the 3 hours in which the 3D piece and the advertising spot were broadcast on 9 March. And more than one million views of the CGI on social networks (Instagram and TikTok) in the following weeks. In addition to a great media repercussion.

Maramura was responsible for developing the 3D and CGI pieces and Carat (Dentsu) for managing the media campaign. The creative for the spot is by Ogilvy.

The mobile retargeting strategy carried out by AETIB – Agència d’Estratègia Turística de les Illes Balears, at Callao City Lights, achieved more than 5.4 million outdoor impacts and an average mobile viewability of over 86%.

Between 24 January and 1 February, the AETIB’s campaign to promote tourism in the region combined DOOH impacts from the central screens of Callao City Lights with the subsequent mobile retargeting of those users who passed through the area during the campaign period.

The outdoor advertising strategy achieved 5.4 million impacts on an audience of women (58.5%) and men (41.5%), with an average age between 30 and 50 years old (32.53%) and a high socioeconomic level (40.3%).

This mobile retargeting action featured Interstitial, Robapáginas and META video (Facebook and Instagram) showing different activities that travellers can carry out in the Balearic Islands, reinforcing brand recall and positioning the Balearic archipelago as a tourist destination in the user’s top-of-mind. The retargeting strategy achieved a viewability of almost 86% in the mobile campaign.

Under the slogan ‘Alma Mediterránea’ the pre-roll video achieved a VCR, above the Benchmark (70-80%), of 78% and a visibility of 84%, and in the interstitial format a CTR, above the Benchmark (1.5-2%), of 2.37% and a visibility of 89%.

In the META video we can highlight a higher CTR on Facebook, 0.12%, and on Instagram the VCR stands out with 0.85%.

In summary, the campaign has managed to maintain and even surpass the general Benchmarks of the different formats.

Additionally, the highest volume of Interstitial impressions is concentrated in the following sites within our network: Mundodeportivo, Telecinco, La Razón, El Nacional and El País. The highest volume of impressions in the Video Preroll campaign has been in: Cadena Ser, El Independiente, Okdiario, El País and Libertad Digital.