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  • Discovery Max Billboard Spain

Discovery MAX: Targeting young-adult audiences in Madrid

To promote their new television series, ‘Madrid Ink’, Discover MAX ran a unique billboard campaign across Madrid in May 2013.

Aimed at the show’s young, urban target audience, the campaign ran on 40 backlit billboards, ten of which had images that changed depending on the time of day. The locations of the billboards and the unique creative aimed to capture apredominantly young audience who were likely to watch the TV show.

The Out-of-Home campaign, which featured exclusively on Exterion Media assets, was planned and bought by MEC, as part of a wider campaign running on TV, radio, and press.

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Key Stats:


backlit billboards were used in the campaign


billboards were specially designed with images that changed throughout the day