Introduction: See how Global Stars executed a precision DOOH campaign for Tmall Global across the UK, Germany, Italy & Spain using strategic digital billboard & LED screen advertising.
In the world of global marketing, first impressions are crucial. High-quality digital outdoor media (DOOH) is a great way to make that first impression.
A stellar example of this is the recent campaign by Global Stars for Tmall Global. As part of Tmall International’s “Open Up the World” initiative, Global Stars engineered a precision billboard advertising campaign across four key European nations, creating massive anticipation for the #开新了欧洲# (“New In Europe”) launch.
This case study breaks down how a strategically chosen portfolio of digital billboard and LED screen advertising locations can create a cohesive yet locally relevant launch narrative.
The Strategic DOOH Location Plan: Quality Over Quantity
Global Stars didn’t just place ads; they made strategic placements at iconic, high-footfall locations. This approach ensured the campaign reached the right audiences in contextually relevant environments, maximizing the impact of every LED screen advertising dollar spent.
The following are precise digital billboard placements:
· Milan, Italy: Dual-screen advertising in Piazza 25 Aprile
Piazza 25 Aprile is a square in the northern part of Milan’s city center, connecting Via Como, Via Garibaldi, Via Pasubio, and Via Montegrappa. The screen is located at the entrance to the parking garage elevator, where wait times are long, attracting young professionals and trendy individuals.
· Madrid, Spain: Large-screen advertising at EDP Cinemas
The large screen is located on Gran Vía in Madrid, one of Spain’s bustling shopping districts. Located outside the EDP Cinemas, this high-definition screen offers exceptional visual appeal. It attracts a diverse crowd, including locals and tourists, both day and night.
· Berlin, Germany: Pillar screens on Kurfürstendamm
The historic Kurfürstendamm is a bustling commercial hub and landmark in Berlin. The billboards here are surrounded on three sides, allowing pedestrians to directly experience the media from multiple angles, resulting in highly effective advertising.
· London, UK: King’s Cross Station Platform 9 Dual Billboards
King’s Cross Station is one of London’s busiest transport hubs. The Platform 9 dual billboards are the closest small-scale billboards to the famous Harry Potter Platform 9 3/4, attracting a wide variety of visitors.
The advantages and key takeaways from Global Stars’ outdoor marketing campaign for Tmall Global are:
Targeted advertising is better than blanket advertising: Targeted billboard placement is more effective than untargeted, broad-based advertising. Ad placement directly impacts brand awareness.
Work with a dedicated team: A successful multinational digital outdoor advertising campaign requires a comprehensive understanding of the local market, which a dedicated partner like Global Stars can provide.
Conclusion
Global Stars’ partnership with Tmall Global leverages the strategic power of digital outdoor (DOOH) to transform four European capital cities into vibrant distribution platforms.
The campaign went beyond traditional billboard advertising; it was a meticulously orchestrated media extravaganza that leveraged precise digital billboard placement and the dazzling power of LED screen advertising to announce Tmall Global’s arrival with authority, style, and undeniable impact.
