Adif stations start their commercial digitalisation plan with Global Spain by illuminating this Christmas

Adif stations start their commercial digitalisation plan with Global Spain by illuminating this Christmas

Global’s first circuit of digital supports in Adif and Adif AV stations will allow travellers to turn the excitement of the raffle into a personal experience that unites us every Christmas and share it on their social networks. The campaign initiates a strategy that will deploy more than 600 digital media, which will transform Adif and Adif AV stations, providing endless creative possibilities and engagement with a growing and qualitative audience.

The plan to digitise advertising in Adif and Adif Alta Velocidad (AV) stations is being driven by Global, a leader in outdoor advertising, which has activated the first circuit of digital media in train terminals, as the first step in the process of digital transformation of advertising in national, regional and suburban railway stations.

This Christmas, Global is launching digital media in strategic locations with maximum impact and audience at national level: the stations of Madrid (Madrid Puerta de Atocha Almudena Grandes, Madrid-Chamartín Clara Campoamor and Sol) and Barcelona (Barcelona Sants, Paseo de Gracia and Plaza Cataluña), together with Loterías, as the first advertiser of the digital mupis. This advertising digitalisation strategy in the strategic nodes of the Spanish High Speed, Medium and Long Distance and Suburban rail infrastructure network is the result of the services awarded by Adif to Global at the end of April for a period of ten years plus a possible extension of another five years on an exclusive basis.

Global, a leading company in the commercialisation of outdoor advertising media in the transit segment, thus launches the largest circuit of digital media in train stations, hand in hand with the iconic and always awaited Christmas campaign of the Loterías y Apuestas del Estado lottery draw, as the first advertiser of these digital media. Thus, not only does it ignite the excitement of Christmas, but also the challenge of deploying a digitalisation plan for advertising media in railway stations in Spain.

Manuel Martínez Cepeda, Adif’s Director of Commercial Operations, frames this initiative “in an ambitious strategy to transform our stations to respond to a new model of mobility that is more sustainable, intelligent, competitive and structuring, which will turn them into strategic transport nodes of the future, connected to smart cities and the needs of citizens who are increasingly choosing to travel by rail”.

Borja Balanzat, CEO of Global Media Spain comments: “we are leaders in outdoor advertising in moving media and in exciting the audience: what better time to launch our strategy of digitalisation of train stations than this Christmas action when the passenger traffic multiplies and the emotions are multiplied of travellers multiplies and emotions are at their peak and move us, just like our campaigns”.

The transversal campaign has been planned by Equmedia, the agency responsible for all the activation of the Christmas Lottery campaign, which “thanks Global for the opportunity to work together on this project and to be part of a magical moment for everyone that will give the Campaign great visibility, thanks to the numerous contributions that will be offered by its new media created with an innovative technological development”, explains with an innovative technological development,” explains Nuria Catalá, Director of Negotiation and Purchasing.

“The digital media in Adif and Adif AV stations will offer an infinite number of creative solutions for brands that will make campaigns more effective and visible. This outdoor media revolution based on technological innovation is an inexhaustible source of surprising actions for the audience, which Global has only just begun,” says Balanzat.

Extraordinary Stories

Global and the Loterías y Apuestas del Estado Christmas Draw campaign, inspired by the “extraordinary stories” of the three characters in this year’s spots, want to spread this spirit to real and normal people who travel by train and give prominence to the extraordinary personal stories behind their lottery tickets.

In order for them to get excited and share on their networks the desire for their number to be sung by the children of San Ildefonso on 22 December, these travellers will be surprised to find themselves with two 500-kilo steel replicas of the mythical Christmas Lottery drum, next to which they can pose and make the Lottery an experience to share.

This month, Global will surprise travellers at Adif and Adif AV stations in Madrid and Barcelona with the first Christmas Lottery campaign on digital media.

With this surprising campaign that combines the power of digital with the illusion of real scenography, Loterías y Apuestas del Estado and the train stations will awaken the emotion of the moment that inaugurates Christmas in the imagination of all Spaniards.

The three spots of this year’s campaign, the commercial breaks, as well as the four versions of graphics that complete it, have been designed and developed by Contrapunto BBDO, and the media planning has been carried out by Equmedia, which will include activations in television, press, outdoor advertising, radio and digital.