• 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.
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