• 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 . 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).

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