Key words: Global Stars, Taobao, Outdoor Advertising Placement, DOOH, digital billboard, billboard advertising
Abstract: This case demonstrates how Global Stars carried out an integrated outdoor advertising campaign for Taobao Clothing spanning Europe and Asia, conveying the theme of “Taobao Clothing Global Free Shipping” to overseas target consumers and helping the brand achieve a leapfrog increase in global influence.
Global Stars has tailored a phased outdoor advertising placement strategy for Taobao Clothing. Different from the traditional single advertising form, it has created a “global strolling” brand exposure journey that precisely targets the target customers.
The first stage of outdoor advertising placement: The core circle of Europe – setting a high-end and fashionable tone.
The first choice is the four major European fashion and consumption centers of Spain, Germany, Italy and the United Kingdom. Select advertising Spaces with cultural landmark significance to associate Taobao clothing with the world’s top fashion atmosphere.
· Capitol Screen in Madrid, Spain
Occupying the historical center and commercial hub of Madrid – Via Grande. This is truly the “Broadway of Madrid”, with an annual visitor volume of up to 190 million. Placing it here is like affixing an authoritative seal of fashion and culture to the brand.
· German Shop Window Network
Innovatively embedding advertisements in the Samsung high-definition screens of shop Windows in the city center. This form integrates advertisements into consumers’ shopping scenarios, achieving high-frequency and repetitive reach during roaming, and can precisely capture people with immediate shopping intentions.
· The Matteotti LED Screen in Milan, Italy
Located in the heart of Milan’s fashion scene, it directly connects to Piazza SAN Barbiera, with a weekly pedestrian and vehicle flow of three million people. Surrounded by numerous high-end luxury boutiques, the display here directly places Taobao Clothing in the context of the world’s top fashion.
· Grace Screen, London, UK
Located in King’s Cross, the most representative multicultural hub of London. This is one of the busiest transportation hubs in London, gathering tourists, business people and local residents from all over the world every day. It is an excellent window to convey the brand image of a “world city”.
The second phase of outdoor advertising placement: Deepening the Asian Circle – Precisely penetrating core business districts.
Subsequently, we will continue to make efforts in key Asian markets such as Hong Kong, Macao, Taiwan of China, Malaysia and South Korea, choosing trendy business districts and transportation hubs with dense foot traffic to deeply penetrate target customers and achieve sales conversion.
· Carnarvon Road Large Screen in Hong Kong, China
Located in the Tsim Sha Tsui shopping and food district, this L-shaped screen, with its unique field of view, provides comprehensive coverage in this highly popular street, creating a significant impact.
· Matheson Street Large Screen in Hong Kong, China
Located at a multi-line intersection, near a major shopping mall, it’s a popular street. Directly in the pedestrian line of sight, the multiple screens offer wide viewing angles.
· Macau Tower LED Screen, Macau, China
Relying on Macao’s most representative tourist landmarks, it easily captures the attention of all passing tourists, deeply binding brand information with the mood of leisure travel.
· Screen at No. 6 Square, Ximending, Taipei, China
Occupy the most iconic youth cultural trend destination in the west district of Taipei and have a direct dialogue with the most dynamic young generation.
· Digital screen of Gyeongjeong Building, Gangnam, Seoul, South Korea
Located in Gangnam Station, the most bustling commercial district in Seoul, the average daily foot traffic exceeds 200,000. The unique curved screen design not only ensures the ultimate exposure effect, but also showcases the brand’s sense of technology and high-end texture with its exquisite pictures.
· Jalan Inbi Large screen, Kuala Lumpur, Malaysia
Keep making its voice heard in the core area of Kuala Lumpur and deepen the brand’s influence in the Southeast Asian market.
Global Stars not only possesses powerful global media resources, but also has a profound understanding of the media value of core cities around the world and strong local execution capabilities. From strategy formulation, media procurement, creative execution to online monitoring, we provide one-stop services for our clients.
We sincerely invite you to be our next success story. Let Global Stars be your strategic partner to help your brand shine on the world stage.
