KIABI at Callao: winning the battle for attention in the middle of Back to School
CONTEXT
Special activation: Back to School at Callao.
Back to school is one of the most competitive moments of the year in communications. Many brands, many messages, and little room to stand out.
THE CHALLENGE
The challenge for KIABI was to generate brand awareness in a saturated context, connecting with families and young people in a relevant and visible way, within the framework of their national back-to-school campaign.
To do so, it was key to be on the street. And to do it at a spot where the message wouldn't go unnoticed.
HOW WE DID IT
The activation was built around Plaza de Callao, one of the most iconic and heavily trafficked spaces in Madrid. A special installation was set up where the campaign’s main message took center stage:
The activation was designed to go beyond a one-time impact. During the week prior, a fully wrapped bus drove through areas near schools, connecting with families in their daily routines.
When the weekend arrived, the bus moved through the city center to reinforce the Callao activation, supporting the special installation’s visibility in one of the busiest urban pedestrian areas.
The activation was amplified with a multichannel strategy that combined:
- Display campaign on sites aligned with the family audience.
- OOH activation on Callao’s Big Screen.
- pDOOH presence on spectacular formats in Gran Vía and Sol metro stations.
- Bus shelters located on Gran Vía itself.
The entire ecosystem worked in a coordinated way to reinforce the message and direct attention toward the main activation.
"Being yourself was never so fashionable".
WHAT WE ACHIEVED
A campaign designed to generate real impact on the street, strengthen brand positioning, and turn a campaign message into a visible and memorable experience.
A special activation that shows how the combination of outdoor, special formats, and digital can amplify awareness
and bring a national campaign to the heart of the city.
