• The campaign showcases market-leading content available on Movistar Plus+, a major OTT provider in Spain, across several digital channels, with a focus on the newly launched DOOH formats as the campaign cornerstone.

• By leveraging unique data, technology, and programmatic buying through Taptap Digital, Havas Media engaged key audiences passionate in sports and entertainment. 

• The campaign, beginning with the promotion of the return of Movistar Plus+'s original series 'El Inmortal,' coincided with the reopening of Madrid's emblematic Sol station. This station, with over 1.3 million weekly journeys, showcased JCDecaux’s new digital and immersive DOOH formats.

Movistar Plus+ launched a new campaign to promote its sports and entertainment content with Havas Media (part of Havas Media Network), utilizing a media-first activation that targeted Madrid Metro audiences within an omnichannel programmatic strategy. The campaign, which began by announcing the return of the original series 'El Inmortal,’ exclusively launched with the reopening of the new Sol station, one of the key stations in the transportation network with over 1.3 million weekly journeys, where JCDecaux's digital and immersive DOOH formats take center stage.

The campaign activation is still live, now promoting other Movistar Plus+ entertainment and sports content such as the movie 'Saben Aquel', the documentary 'A Day in New York with Woody Allen' and LALIGA EA SPORTS matches like Valencia C.F vs Real Madrid.

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A media strategy based on 3 pillars

With the aim of maximizing on-target reach and generating awareness, the media strategy combines rich audiences, innovative formats and immersive spaces to drive maximum brand recall through optimizing activation and improving the user experience.

The omnichannel campaign includes multiple new DOOH formats within Metro de Madrid along with new measurement systems from JCDecaux that allowed for the identification and measurement of real audience volumes, and the ability to re-impact them through CTV, video, and display. In this way, the campaign connects the different audiences with the most suitable digital channel within a single targeting and location strategy, that maximizes impact and fosters recall through the use of immersive spaces and brand storytelling.

Thanks to the use of proprietary geo-audience algorithms and mobility patterns developed by Local MX and its Location Intelligence technology, owned by Havas Market (Havas Media Network), the campaign was able to leverage a more intelligent way to plan digital media based on audience characteristics and real context (the moment and location of the impression).

Building on this strategy of customizing campaigns in pursuit of enhanced efficiency, the campaign leverages Taptap technology to dynamically adjust creatives across all media channels based on the most relevant audience segment. Targeting sports and entertainment enthusiasts, the creatives automatically shift in real time to match activity - showing sports themes during peak sports engagement and entertainment themes when those audiences are most active, ensuring maximum relevance.

This approach and collaboration establishes a new way of understanding and executing omnichannel advertising campaigns, demonstrating the commitment to innovation and leadership of Movistar Plus+, Havas Media, Taptap Digital and JCDecaux.