It is not usual for people to talk about ads on social networks, unless they are very bad – and then social networks are the place to vent – or they are very good. This is what happened last week on LinkedIn, where a 3D campaign that had reached a screen in the center of Madrid slipped into the feed. The person who published it pointed out how that type of publicity was worth it: it was eye-catching and memorable. A week later I can’t remember who posted that in the feed, but I can remember where the campaign was. It was in the Plaza de Callao.

Callao screens cinemas were Cabo Verde Email List those that welcomed the campaign and are those which, as pointed responsible company itself, Callao City Lights, in a statement a few months ago, were inaugurating the 3D format outdoor advertising screens in Spain. The new format, which they developed in collaboration with BCN Visuals, arrived “providing greater visibility, engagement and ROI to the campaigns”.The idea is not exactly new, since in other markets it was already being applied. The digital signage revolution brought infinite screens that changed outdoor and indoor experiences. The ads generated the illusion of being in three-dimensional realities and created highly immersive experiences. Optical illusions create fantasy worlds that surprise the consumer. Dolphins that jump on the screens or zombies that try to catch the pedestrian are already some of the applications that have been given to them on the advertising screens of the Madrid billboards.

Using digital elements is thus a prominent element to make billboards stand out and stand out from the other elements that surround the consumer. However, sometimes it is not so much the use of the latest technology that makes consumers react. Sometimes it is simply being able to see the space in a much more creative way, which works almost as the essence of the storytelling of what you want to tell.

For example, West Hollywood, in Los Angeles, wanted to recover the iconic factor of its billboards, elements that were a kind of part of the tradition of the area. To do this, they confined the ‘traditional’ technology to one area of ​​the city and turned the fences in this new environment into a piece of urban art.

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