DOOH Campaign by Movistar Plus+ in the Madrid

Media Strategy

"At Movistar Plus+, we're all about pushing boundaries and embracing creativity. And now, with this platform being accessible to all, regardless of your internet provider, we're even more determined to not only deliver top-notch content but also to connect closely with fans of our series, movies, and sports," says Purificación González, CMO of Movistar Plus+.

The media strategy, crafted by Havas Media, rests on three key pillars: maximizing outreach to the target audience, building awareness, and ensuring activation optimization and user experience enhancement from a holistic viewpoint. This is made possible by blending Metro de Madrid's audience with new JCDecaux measurement tools, enabling real-time audience measurement and re-engagement through platforms like CTV, video, and display ads.

Thanks to geo-audience algorithms and mobility patterns from Local MX, Havas Market's Location Intelligence tech, a smarter segmentation of digital ads based on audience traits and real-world context, such as location and time of impact, has been achieved.

Personalization and Relevance

The campaign focuses on driving efficiency through personalized, relevant content for the audience. Leveraging Taptap Digital technology, creatives dynamically adjust across all channels based on the most relevant audience segment. Catering to sports and entertainment buffs, creatives switch gears in real-time, showing sports-related content during peak activity and entertainment themes when the audience is most engaged, ensuring maximum relevance.

"We're thrilled to collaborate with Movistar Plus+, Havas Media, and JCDecaux on this groundbreaking omnichannel campaign, which includes Metro de Madrid's exterior. By leveraging data and dynamically driven creative messaging based on contextual shifts, we're able to efficiently captivate the audience while respecting their privacy," explains Álvaro Rodríguez, VP Sales Iberia of Taptap Digital.

In essence, Movistar Plus+'s DOOH campaign in the Madrid Metro represents a fresh approach to promoting entertainment on the move, strategically blending digital and traditional tactics to effectively and meaningfully reach the audience in the dynamic urban landscape of public transportation.