Situation

The Batman was going to be released on HBO Max.

Brief and Objective:

What could to attract the media's attention after the movie was already released in cinemas and previously promoted all over the country?

Media Insight:

In Spain, there is a bat that is even more famous than Batman's: Valencia's football club logo. So we used a space that no one had ever used before.

The football club stadium has a physical bat logo that is over 90m2 on its facade, the biggest bat-shaped structure in the world. A sign with a photovoltaic system that recharges during the day and lights up at night.

Valencia's Football Club stadium features on its facade the biggest bat-shaped structure in the world. A 90 square meters bat with a photovoltaic cell system that recharges during the day and lights up at night.

We created a gigantic OOH featuring Batman; removing -for the first time ever- the famous bat symbol from his chest so the stadium's physical bat structure would complete it. Then we printed our canvas, a 4000m2 billboard (the biggest one in Spain) covering the entire stadium's frontal facade.

Thanks to the media coverage and on-site visitors that shared it on social media the billboard had amazing results:

+171 million organic hits.

+34k social media mentions.

+12,5 OTS

+Spain's Most-talked-about HBO campaign on social media even ahead of Game of Thrones.

There is a bat in Spain even better known than Batman's: The one in the Valencia Football Club logo. Valencia, one of the major and best-known clubs in Spain happens to share a lot with our superhero. Not only a story of sacrifice against stronger enemies in the field but also its bat-shaped logo has an uncanny resemblance with the famous bat signal.

That's why we decided to take advantage of this coincidence and make it the core of our campaign when all eyes were on Valencia's football club as the team was playing the final of the King's Cup; taking advantage of that momentum, we created our campaign around the club.

We created a one-of-a-kind OOH featuring Batman, but removing -for the first time ever- the famous bat symbol from his chest, so the stadium's physical bat structure, the biggest bat in the world, would complete our 4000m2 billboard.