Over the last few hours, thousands of people around the world have flocked to Spotify, YouTube and other platforms to listen to “Lux”, Rosalía’s new album. And those who walk through Barcelona and Madrid will also be able to enjoy the energy of the launch in the streets, thanks to the outdoor advertising strategy that Sony Music Entertainment – the Catalan artist’s record label – has deployed to publicize the new work.
The outdoor advertising strategy extends the creative concept of the album
It does so with Clear Channel, recently acquired by Atresmedia, and the media it manages in both cities. Thus, creativity extends the narrative of the new album, in which Rosalía explores the spiritual and the mystical and addresses themes such as faith, transformation or posterity through different languages and musical styles. In this sense, creativity combines visibility, notoriety, art and innovation.
Specifically, in Barcelona a large-format canvas has been deployed that stands out for its strategic location. It has been placed in the Reial Cercle Artístic building, in the Portal de l’Àngel, one of the areas with the highest pedestrian traffic in the city. It is, as explained by Clear Channel to reason.Whythe first time that the institution allows the placement of an advertising banner on its façade.
The canvas is also located in the vicinity of the cathedral, which reinforces the alignment between the advertising strategy and the creative concept proposed by Rosalía in “Lux.” It is also close to other nerve centers of the city, such as Plaça Catalunya or the Gran Teatre del Liceu. The piece covers two complete facades of the building, adding a total of 630 square meters of advertising surface, and has night lighting, which guarantees complete and continuous visibility.
According to Clear Channel, the location receives an estimated average audience of more than 1.7 million monthly impacts, and is one of the most effective points for high-impact qualitative campaigns in Barcelona.
From Clear Channel they point out that the canvas, which shows the cover image of Rosalía’s new album, means “a piece of contemporary art integrated into the urban landscape, demonstrating the potential of the outdoor environment as an advertising and artistic platform”.
The innovative element of the strategy is found in the “Day & Night” effect that has been contributed to creativity and that can be seen in the advertising columns of Madrid. And these pieces have been designed to offer different creativity depending on the type of light they receive.
Advertising columns show different creatives depending on the light
As explained by the exclusivist, this represents a special outdoor advertising action, possible thanks to printing on both sides of the material, which provides a touch of originality, since it is not a technique that is usually applied. Thus, with sunlight during the day, creativity is appreciated, and another at night thanks to backlighting.
This creative concept would have been worked on in collaboration with the singer. As Clear Channel points out, Rosalía produces the album and has actively participated in its artistic direction. He has also been in charge of the artistic direction, the cover photo and directly supervises all advertising pieces, including the “Day & Night” effect of the columns.
The campaign also includes digital media activations of street furniture.
