In the ever-evolving world of advertising, staying relevant and effective is a constant challenge. With outdoor advertising in Spain on the decline, DAVID Madrid & JCDecaux devised a unique and heartwarming campaign to demonstrate the enduring power of subway advertising. Their unexpected star? An unknown 100-year-old granny.
The Decline of Outdoor Advertising
Outdoor advertising has been a staple of the advertising industry for decades. Billboards, posters, and other forms of out-of-home (OOH) media have traditionally been effective ways to reach large audiences. However, recent trends show a decline in outdoor advertising effectiveness, especially in Spain. Factors such as the rise of digital advertising, changes in consumer behaviour, and the COVID-19 pandemic have all contributed to this decline.
The Power of Subway Advertising
Despite the challenges faced by outdoor advertising, subway advertising has remained a powerful medium. Subways offer a captive audience of commuters who spend significant time in stations and on trains. This environment provides advertisers with the opportunity to engage with consumers in a unique and impactful way.
Recognising this potential, DAVID Madrid & JCDecaux sought to prove that subway advertising still works. To do so, they needed a campaign that would capture attention and resonate with a wide audience.
Introducing the 100-Year-Old Granny
Enter the campaign’s unexpected star: a 100-year-old granny. In a world where youth often dominates advertising, the choice of an elderly protagonist was both bold and refreshing. The granny, previously unknown to the public, became the face of the campaign. Her charm and wisdom were showcased through her Instagram photos, which were placed all over the subway.
The Strategy: Instagram Meets Subway Ads
The campaign featured the granny’s Instagram photos in various subway ads, blending the digital world with traditional advertising. The idea was simple yet powerful: if this 100-year-old granny could go viral through subway ads, it would demonstrate the potency of this advertising medium.
The Impact
The campaign was a resounding success. The 100-year-old granny’s photos quickly gained attention, both in the subway and online. Her Instagram account saw a surge in followers, and her story spread rapidly through social media. The subway ads became a talking point, with many people sharing photos and videos of the granny’s ads online.
This surge of interest demonstrated the effectiveness of subway advertising in a modern context. The campaign not only went viral but also attracted new brands, leading to a doubling of JCDecaux’s business. It proved that with the right approach, subway ads could still capture the public’s imagination and drive significant engagement.
Lessons Learned
The success of the 100-year-old granny campaign offers valuable lessons for advertisers:
Creativity is Key:
In a crowded advertising landscape, creativity can make all the difference. The choice of an unexpected and charming protagonist helped this campaign stand out.
Know Your Audience:
Understanding the unique environment and audience of subway commuters allowed the campaign to be tailored for maximum impact.
Embrace Storytelling:
People connect with stories. By sharing the granny’s story through her Instagram photos, the campaign created an emotional connection with the audience.
Leverage Social Media:
The campaign’s success was amplified by social media, demonstrating the power of digital platforms to enhance traditional advertising.