Key words: Global Stars, iShop Shanghai, Outdoor Advertising Case Study, International Consumer City, Shanghai Design Week, Times Square Advertising, Shinjuku 3D Screen, Outdoor Advertising, Digital billboard, Global Landmark Media, DOOH, Billboard Advertising
Abstract: Global Stars planned and executed an outdoor advertising campaign covering nine major cities worldwide for the “iShop Shanghai” project at Shanghai Design Week. Through carefully selected landmark media in international metropolises such as New York, London, Berlin, Paris, Tokyo, and Singapore, the campaign used high-tech, high-traffic, and visually striking outdoor advertising formats to promote Shanghai’s new consumer image of “easy to come, easy to shop, easy to visit” to the world stage.
· 41st Street L-Screen, Times Square, New York, USA
A key location at the south end of Times Square, directly facing the intersection and bus hub, simultaneously reaching commuters and global tourists, achieving high-intensity communication.
· Westfield Shopping Center Curved Screen, London, UK
Located between the Olympic Park and the West Ham United Stadium, the curved, fully dynamic screen precisely targets sports and shopping crowds, reaching a massive audience.
· Kurul Alpine Screen, Berlin, Germany
Located on Kurul Alpine, Berlin’s iconic Champs-Élysées, this three-sided, wraparound screen achieves multi-angle visual reach at eye level, enhancing advertising effectiveness.
These mobile LED advertising trucks cover the city’s core areas, dynamically disseminating information to a wide audience and increasing brand exposure flexibility.
· 3D Rooftop Screen, Shinjuku, Tokyo, Japan
A 3D curved screen at the east exit of Shinjuku Station, the world’s busiest train station, delivers an immersive visual experience with 4K resolution and stereoscopic imaging technology.
· Jinlong Building Screen, Singapore, Singapore
Adjacent to the Bugis commercial district and the Guanyin Temple, this screen blends tradition and modernity, reaching both local residents and food tourists.
· Capitol Screen, Madrid, Spain
Located in the historic Capitol Building on Gran Vía, this screen attracts 190 million visitors annually and is known as the “Broadway of Madrid,” a prime location where culture and commerce converge.
· Matteoti LED screen, Italy
A large L-shaped screen in the heart of Milan’s Piazza San Barbila, attracting over 3 million pedestrian and vehicular traffic weekly. Directly facing high-end boutiques and the Ariston Theatre, it boasts a powerful visual impact.
· Digital screen at Leyderplatz, Amsterdam, Netherlands
Facing a tram hub and a city theatre, this screen attracts 1.2 million pedestrians weekly. Its high-positioned installation ensures long-distance visibility and covers diverse tourism, cultural, and commercial scenarios.
Through precise targeting in nine major global cities, the “iShop Shanghai” brand successfully penetrated local and tourist demographics, reaching hundreds of millions of global viewers, including high-net-worth consumers. This enhanced the brand’s international influence and reinforced Shanghai’s image as a global consumer destination. The combination of landmark media and local cultural scenes achieved localized brand messaging.
Conclusion: Global Stars, with its professional global media resources and innovative planning capabilities, created a cross-cultural outdoor advertising extravaganza for “iShop Shanghai.” By deeply integrating landmark media, technological visuals, and strategic positioning, Shanghai consumer brands have been successfully promoted to the world, providing a benchmark case for building the city’s international image and attracting consumers.
