The “Meet Marina Prieto” campaign, carried out in the Madrid metro by JCDecaux, won the B2B grand prize at Cannes Lions, the international creativity festival which rewards the most innovative and striking advertising campaigns of the year. An operation which relied on a century-old woman to demonstrate that advertising displays have not become “has-been”.
26/06/2024
Have you met Marina Prieto? This centenarian became known throughout Europe thanks to an active poster campaign in the Madrid metro in 2023. Now awarded the Cannes Lions B2B Grand Prize, this campaign, orchestrated by the David agency for account of JCDecaux, takes the challenge of viralizing a content creator without an audience. The message: if it can achieve it through display, brands can too. Deal.
Some of Marina Prieto’s Instagram posts were therefore displayed on the walls of the Madrid metro without any other form of branding, arousing the curiosity of all travelers. Who could this old lady be and why did she enjoy such great exposure? The public investigated and took the case to 14 other countries. The campaign culminated in the Effie Awards, where JCDecaux took advantage of the convergence of CMOs from around the world, its target, to reveal the truth of its campaign.
Marina Prieto’s Instagram account saw an increase in its number of subscribers of 39,285% (from less than 30 to more than 10,000) and an engagement rate of +13,405%; demonstrating – if necessary – the impact of a creative and well-worked poster campaign.
In a context where JCDecaux experienced a 7% decline in display investments, the B2B impact of the “Meet Marina Prieto” campaign sparked a rebound in activity. Since 2023, the group has announced that it has signed 185 new brands for a doubling of investments in this media.
(Source : CB News)
