In the dynamic world of advertising, spectacular marketing emerges as a powerful means to capture the audience’s attention and leave a lasting impression.
Among the various outdoor advertising mediums, cubes, banners, and large-format screens have stood out as key tools in creating impactful campaigns.
In this article, we will explore innovative strategies that go beyond the conventional, delving into the immersion of the advertising message, effective sequencing, theming, transformation of everyday spaces, and the importance of visual impact and brand memory.
IMMERSIVE CAMPAIGNS: THE POWER OF MAKING THE AUDIENCE THE PROTAGONIST
In the 21st century, the pursuit of experiences has become a priority for people. Theater and circus shows, cruises, paradisiacal destinations, zoological reserves, shopping…
All of them have occupied the immense surfaces of Clece OOH’s advertising cubes outside the Plaza de Castilla, Príncipe Pío, and Avenida de América interchange stations in Madrid.
The three-dimensionality of these cubes provides the opportunity to recreate immersive experiences, guaranteeing that the audience not only sees the advertisement but also emotionally connects with it.
Because indeed, immersion in the advertising message is not only physical. When the large-format campaign has displayed the photograph of a singer, or even just their title like the succinct “30” from Adele, their fan community has responded very positively, from a deep emotional level.
And when the focus of the campaigns has been vehicles, jewelry, beauty, or food, the public’s opinion has been shaped by the visual narrative, creating a lasting connection with the essence and values of the brands, beyond momentary impact.
MESSAGE SEQUENCING: REPEATING IS IMPACTING
It’s a classic maxim of advertising: repeating the message ensures its rooting in the audience’s memory.
Clece OOH’s advertising media allows for this strategy in key pedestrian or vehicular traffic locations, significantly increasing exposure and audience engagement.
The idea is to create a continuous visual connection throughout the viewer’s journey, reinforcing the message incrementally.
By repeating key elements on different nearby media, a narrative is established that can take on different forms and allows the audience to process the information progressively. Thus, the imagination of the creative agency determines how these inputs affect the overall brand memory.
- Alternation between details and general shots, providing a visual balance that allows for the full understanding of the message.
- Emotional sequence, taking the viewer on a journey from curiosity to enthusiasm, for example. It connects with “storytelling”.
- Use of familiar faces, alternating with product ones. It has been the focus of Adidas’s “1,000 Originals” campaign on the spectacular cubes of Avenida de América.
- Change of perspective, capturing the audience’s attention from different angles, heights, or distances.
- Contrast of colors and tones, creating a distinctive visual impact.
- Alternation of graphic styles, using illustrations, photographs, typography, and graphics to maintain freshness and capture the audience’s interest.
For example, in the Plaza de Castilla, Avenida de Asturias, and Paseo de la Castellana area, there are 6 advertising cubes, 4 railings, 2 banners, and 8 large-format digital screens in 360º column format.
In the open space in front of the Príncipe Pío Station and Shopping Center, there are five large cubes for advertising, including two entrance facades to the interchange.
And in the vicinity of the Avenida de América / Francisco Silvela interchange, there are 5 cubes and various railings for outdoor marketing.
TRANSFORMATION OF EVERYDAY SPACES AND THEMING: MAKING THE ORDINARY EXTRAORDINARY
Transport interchanges are everyday spaces that offer a unique opportunity for transformation in the realm of spectacular marketing. The combination of cubes, banners, and large-format screens in these strategic locations can completely change the user’s experience while heading to their transportation.
Thus, we anticipate and enjoy Christmas, romantic Valentine’s Day, or idyllic Caribbean vacations by immersing ourselves in a world of emotions, thanks to the creativity displayed in these advertising campaigns that turn daily thoughts into desires for memorable days.
By theming an urban space, advertisers highlight the relevance of their message in a particular context, adding an additional level of creativity and adaptability to the campaigns.
When the agencies’ imagination hits the mark, viral phenomena occur, such as in 2021 when Disney+ transformed the Avenida de América interchange into Captain America’s as part of its promotion for the series “Falcon and the Winter Soldier”.
VISUAL IMPACT: NOT EVERYTHING IS INVENTED
Let’s dispel the myth that “there is nothing new under the sun”. The emergence of LED screens in outdoor media allows for actively engaging the audience, whether by offering deals and QR codes on the digital columns of Plaza de Castilla or by adapting the message to immediate events, such as concerts, sports events, or performing arts.
And by taking campaigns to the limits of current technology, 3D anamorphic videos dazzle with their undeniable creativity and virality on social networks.
Even the most traditional media, such as large-format banners, offer surprising novelties such as “black light” illumination, which highlights titles, logos, and key elements at nightfall. It was the strategy used by Renault in 2022 to capture all eyes on its Megane E-Tech 100% electric, above the tunnel on Paseo de la Castellana.
BRAND MEMORY: NOT JUST TO BE SEEN, BUT TO BE REMEMBERED
Every advertising campaign has different layers. The layer of creativity, with striking colors, innovative designs, impactful photographs, and accurate claims, is just the first of them.
In highly saturated environments, such as 21st-century cities, it’s not only about being seen but also about being remembered. Brand retention in the consumer’s memory is essential for the long-term success of a campaign, and spectacular marketing allows achieving it.
Any adult born in the decades from the 60s to the 90s remembers jingles and slogans from television commercials, which were immensely popular. The era of 2, 3, or 4 TV channels is behind us, and today the streets are the common space to transmit new claims and forge a collective memory.
CONCLUSIONS: SPECTACULAR MARKETING, PURE URBAN VISUAL IMMERSION
In summary, outdoor advertising is not just a form of visual communication; it is a bold statement that transforms the urban landscape into a dynamic canvas of possibilities.
Cubes, banners, and large-format screens are the brushes with which brands can paint stories that are not only seen but also felt and remembered.
By immersing themselves in creativity and innovation, these spectacular marketing strategies not only stand out amidst the visual noise of cities but also generate an impact that resonates long after the campaign has ended. It’s like throwing a stone in the pond: the impression spreads, leaving concentric circles that persist in the consumer’s mind.
At Clece OOH, we help brands create a visual feast in premium locations in Madrid, where every corner, every banner, and every screen tells a unique and captivating story. We invite you to participate in the proposal to transform the simple act of navigating the city into an unforgettable journey.
