Investment in Spain’s OOH had declined significantly. How could JCDecaux convince brands that its OOH sites work?
DAVID Madrid had the answer. If you can make an unknown 100-year-old grandmother go viral, anything is possible.
So the agency found Marina Prieto, a woman with almost no social media presence. Just 28 followers. It filled the JC Decaux billboards in Madrid’s subway stations with her Instagram posts overnight. A granny’s Instagram photos of her watering her plants, eating churros, or taking a nap filled hundreds of advertising spaces in the capital overnight.
Next morning, Madrid began buzzing with the question, “Who is Marina Prieto?”
People started searching for her, following her, discussing her on social media, and even taking selfies with her pictures on the billboards. But nobody knew who this lady was and why she was here. Was there a brand behind it? Was it a gift from her family? Was she real? Was it a strange 100th birthday celebration?
David Madrid and JCDecaux placed all her profile photos on the more than 300 outdoor media spaces in the metro that brands hadn’t bought. Then, people and the press started talking about Marina, following her (she grew +39,285% followers), interacting with her (+13,405% engagement) and even wanting to collaborate with her.
And when the buzz around Marina was at its highest, JCDecaux seized the opportunity to unveil its involvement in front of industry leaders at the Effies. Here it showed the power of subway ads, convincing brands to reinvest in the media again. This resulted in more than 180 brands such as Havaianas, Samsung and HBO Max investing in the subway advertising again, reaching all-time record bookings for JCDecaux.
Credits
Agency: DAVID Madrid
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Chief Creative Officer: Saulo Rocha
Managing Director: María García Herranz
Creative Director: Jose Sancho
Art Director: Curro Prieto, Giulia Ferrarezi
Copywriter: Clara García, Jaime Ludeña
Head of Production: Alejandro Falduti
Producer: Santi Lardín
Head of Accounts: Lucila Mengide
Account Supervisor: Sebastian Gancarz
Account Executive: Jesús Merino
PR: Sandra Azedo, Isabel Amaro
Production Company: FAR Media
Creative Producers: Amalia Cano, Fernando García Patos
Camera & DOP: José Luis Aguilar
Editor: Cristian Migueliz
Post-production: deSeif Films
Executive director: Federico Calderón
Head of Post-production: Manuel Gavilán
Post-production Manager: Miguel Mateos
Sound: The Lobby
Client: JCDecaux Spain
Managing Director Spain & Portugal: Carlos Barón
Marketing Director Spain: Ricardo Pérez
Marketing Deputy Director: Yolanda García Botella
Marketing Coordinator StudiOOH: Irene Moreno de la Gándara
