Trolley with advertising breaks
Brief
Digital+, Spain’s leading private pay TV platform, wanted to promote its most compelling benefit—commercial-free cinema—to a broader audience beyond its existing subscriber base.
Implementation
Shopping trolleys at Supersol, one of Spain’s largest supermarket chains, were used as advertising space for two months. A movie still from Kill Bill was printed on the bottom of each trolley. As shoppers filled their trolleys with groceries, the image was progressively obscured, physically demonstrating what advertising breaks do to a film.
Results
Over the two-month period, thousands of daily shoppers experienced the message firsthand. While guerrilla actions are inherently difficult to quantify, Digital+ reported a steady increase in new subscriptions during the campaign’s run.
