Callao City Lights Commercial Proposal February 2013
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1 Callao City Lights Commercial Proposal February 2013
2 Commercial Proposal 5 main brands Cines Callao, Pza. del Callao nº 3 Cines Palacio de la Prensa, Pza. del Callao nº4
3 #1 DIGITAL SCREENS 5 LARGE LED SCREENS: Plaza del Callao. 101 m 2 screen. Pitch 10 Gran Vía. 130 m 2 screen. Pitch 10 Palacio Prensa. 36 m 2 screen. Pitch 10 2 x 10 m 2 screens. Pitch 10 The Best LED technology in Europe.
4 #1 DIGITAL SCREENS Plaza del Callao. 101 m 2. Pitch 10
5 #1 DIGITAL SCREENS Plaza del Callao. 101 m 2. Pitch 10
6 #1 DIGITAL SCREENS Gran Vía. 130 m 2. Pitch 10
7 #1 DIGITAL SCREENS Gran Vía. 130 m 2. Pitch 10
8 #1 DIGITAL SCREENS Palacio Prensa. 36 m 2. Pitch 10
9 #1 DIGITAL SCREENS Palacio Prensa. 36 m 2. Pitch 10
10 #1 DIGITAL SCREENS Laterales Palacio Prensa. 10 m 2. Pitch 10
11 #1 DIGITAL SCREENS Cines Callao, Pza. del Callao nº 3 Plaza del Callao. 101 m 2 screen. Pitch 10 Gran Vía. 130 m 2 screen. Pitch 10 Palacio Prensa. 36 m 2 screen. Pitch 10 2 x 10 m 2 screens. Pitch 10 Cines Palacio de la Prensa, Pza. del Callao nº4
12 #1 DIGITAL SCREENS Cines Callao, Pza. del Callao nº 3 Plaza del Callao. 101 m 2 screen. Pitch 10 Gran Vía. 130 m 2 screen. Pitch 10 Palacio Prensa. 36 m 2 screen. Pitch 10 2 x 10 m 2 screens. Pitch 10 Cines Palacio de la Prensa, Pza. del Callao nº4
13 #2 LOCATION 2800 m 2 (30,140 sq. ft.) of pedestrian square where up to people can congregate. Harry Potter 7 Premiere. July 2011
14 # LOCATION m 2 (30,140 sq. ft.) of pedestrian square where up to people can congregate.. Eurobasket Celebration. September 2011
15 #2 Callao. LOCATION The 3 rd busiest site in Europe and the nº1 in Spain
16 #2 LOCATION m 2 SQUARE Where up to people can congregate people a year people a day Callao is the busiest place in Spain and the 3 rd in Europe
17 #3 AUDIENCE The most important square in Spain. Plaza del Callao is the busiest place in Spain with 113,000,000 people a year. This makes it the 3 rd busiest site in Europe, behind Piccadilly Circus in London and just behind the Louvre in Paris. Preciados St, which finishes in Callao, is the busiest pedestrianised street in Europe. 51,000 cars pass through Plaza del Callao a day, 50,000 people catch the bus in Plaza del Callao at the bus station in the square every day and 60,000 people pass through Callao metro station per day. 148,000 people go through Gran Vía Avenue in vehicles every day. Currently Callao City Lights holds 40 premieres and 170 events a year. City of Madrid, IMD 2011, Madrid Metro, EMT and GOGH study.
18 #3 TRAFFIC AUDIENCE Rank. STAGE POSIBLE IMPACTS POSIBLES VEHICULAR TRAFIC IMPACTS 1 CASTELLANA, Pº. Arzobispo Morcillo Nudo Norte 2 GRAN VÍA Callao Red de San Luis (2sentidos) 3 ALCALÁ Barquillo - Cibeles 4 PRADO, Pº. DEL Cibeles - Neptuno 5 ARCO DE LA VICTORIA, AV. Reyes Católicos - Séneca 6 STA. MARÍA DE LA CABEZA, Pº. Arquitectura M-30 7 SERRANO López de Hoyos Diego de León 8 GRAN VÍA San Bernardo - Callao 9 RAIMUNDO FDEZ. VILLAVERDE Ponzano Alonso Cano 10 GRAN VÍA Red de San Luis - Alcalá DAILY AVERAGE SPEED (km/ h) 1 WAY ,17 2 WAYS ,29 1 WAY ,21 1 WAY ,98 1 WAY ,18 1 WAY ,05 1 WAY ,42 2 WAYS ,99 1 WAY ,51 1 WAY ,57 As Gran Via Avenue flows through Plaza del Callao it is the slowest avenue in Madrid with an average speed of less than 10 km / h. This guarantees that the people driving through the square will see the complete loops of the screens. City of Madrid, VMD 2011.
19 #4 MODEL
20 #5 PICCADILLY VERSUS CALLAO Piccadilly Lights Callao City Lights Mosaic of 6 screens Each one shares space and advertising impact 3 independent displays at different sites in the square There is no mosaic 6 Brands standing in the mosaic 5 brands in loop: A full contract means 4 hours and 40 minutes a day exposure Shared visualization Exclusive visualization No technological naming for the screens. Share of 2 technology brands: Sanyo and TDK Exclusivity of economic sector per screen Site reduced for traffic of people The area where people walk through is 1,000 m2 approx. Pedestrian place of 2800 m2 approx. 16 pitch technology Technology of 10 pitch 40% better visibility High resolution of images No events 170 events a year Limited space for people to gather Possibility of concentration of people attending sports events (World Cup) and social ones (Parades)
21 #6 INTERACTIVITY Acción Interactiva McDonalds 30 McDonalds Anniversary. October 2011 Interactive action trough mobile phone
22 #6 INTERACTIVITY Juego Interactivo Turismo de Perú Halo 4 Presentation. November 2012 Demonstration Halo 4 match
23 #6 INTERACTIVITY European Soccer Cup Celebration. June 2012 Social media inclusion on Callao City Lights screens
24 #7 PREMIERES Hunger Games Premiere. March 2012
25 #7 PREMIERES Expendables 2 Premiere. August 2012
26 #7 PREMIERES Tengo Ganas de Ti Premiere. June 2012
27 #7 PREMIERES Puss in Boots Premiere. November 2011
28 #7 PREMIERES Jack Reacher Premiere. December 2012
29 #7 PREMIERES Madrid Premiere Week. November 2012
30 #8 EVENTS Vicious European Music Ecommerce Awards Conference December Octubre
31 #8 EVENTS European Callao City Ecommerce Lights Xmas Conference. Cocktail. Octubre December
32 #8 EVENTS El Hormiguero Broadcast by Samsung. May 2012 SmartTv live presentation on El Hormiguero TV Show
33 #8 EVENTS David Bisbal Fans Disc Signature. December 2011
34 #8 EVENTS European Ecommerce Conference. October 2011
35 #8 EVENTS Pie Derecho Cadena 100 Awards. December 2012 Pablo Alborán Unplugged
36 #9 ADVERTISING EFFECTIVENESS Callao City Lights screens have a 77% recall. High valuation of the screen quality and its contents. 53% of people prefer digital screens rather than advertising canvas (20%). High advertising identification with the location. 64% of people think that Callao City Lights improves brand perception. Average outdoor advertising association of location is 9%. That means that 9% of all the outdoor billboard recall in the Madrid Region is associated with Plaza del Callao. There is virality and propagation of the events from Plaza de Callao, especially to television and social media. Evaluación de las Pantallas Digitales de la Plaza de Callao Study. Cuende Infometrics, July 2012.
37 #10 ADVERTISING EXPOSURE Loops of 100 seconds. Summer Schedule. Broadcast 19 hours a day. 84 a day guaranteed 504 spots a day per brand. 105 a day guaranteed 612 spots a day per brand without event Winter Schedule. Broadcast 17 hours a day. 84 a day guaranteed 504 spots a day per brand 114 a day guaranteed 684 spots a day per brand without event Broadcast 14 hours a day guaranteed. Loop from 12:00 to 21:00 Client 1 City of Madrid Client 2 Cinema Promotion Client 3 Cultural Promotion Client 4 Client 5 CCL Loop rest of the slot Cinema Client 1 Client 2 Promotion Cultural Promotion Client 3 Cinema Promotion Client 4 Cultural Promotion Client 5 Cinema Promotion
38 #11 OTHER SERVICES Technical Management of Events Administrative Procedures Paperwork Audiovisual Services Film making Production Post Production Innovative Actions Augmented Reality Videomapping Adidas Event Film making. October 2011
39 #11 OTHER SERVICES Integrated Decoration Image Design and Graphic Guidelines Human Resources Catering Merchandising Callao City Lights Cocktail Integrated Decoration. December 2012
40 #11 OTHER SERVICES Press : Press Releases Design Coordination Press Conferences Social Media Strategy and epr Social Media Moderation Clipping Track and Clipping Report Harry Potter 7 Premiere. June 2011
41 #12 CONCLUSIONS 113 million people a year in Callao, which means daily impacts. Busiest place in Spain. 3 rd busiest place in Europe. 77% people in Callao remember Callao City Lights. 40 premieres. 170 events during Exclusivity in its economic sector: be one of our 5 main brands.
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