This is how we promoted the new album "Natsukashii Yoru" by Saiko with poster pasting in Madrid

There are releases that announce themselves on social media, but the street is still the place where many people discover you without looking for you. For the release of “Natsukashii Yoru”, the new album by Saiko, we put together a poster pasting in Madrid with a clear goal: that anyone walking past would know that the album is already available on Spotify, Apple Music, YouTube and the rest of the apps.

A 13-song album that calls for the street

The project arrives with 13 songs and a recurring thread: nostalgia and healing. In it there are collaborations from very different styles, such as the pop-rock of “Mariposas” with Leire Martínez or the reggaeton of “Lokenecesitas” alongside Omar Courtz. With material like this, the campaign had to speak to varied audiences and not stay in a single circuit.

That is where street marketing comes in: taking the ad into urban space, into the route people take every day, and repeating it until the album name sticks in your head.

How the poster pasting in Madrid is organized

The work starts long before pasting the first poster. Before going out onto the street, we did this:

• We chose locations with traffic from young audiences and areas with constant foot traffic.
• We prepared a poster that can be understood in a second, with the album title and the notice that it is already available.
• We adjusted the pasting schedules to work without disturbing and with as little traffic as possible.
• We checked afterwards that the posters were still in place and in good condition.

The idea is not to fill the city with paper, but to place each poster where it makes sense and where it is going to be seen. In the campaign photos, the poster appears in the foreground, with the album name and the availability notice, which is exactly what we were looking for: for it to be read quickly and make clear where to listen to it.

Why it works for advertising an album

A campaign of this type generates a presence that cannot be skipped with a “skip” button. And it is also shared: when the work turns out well, it moves on social media with hashtags like #wildposting, #pegadadecarteles or #flyposting, and that multiplies reach without spending more.

For labels, artists and music brands, the combination is simple: posters on the street to reach those who don’t follow you yet and social media to keep those who already know you. If you have a release coming up, write to us and we’ll see how to take it to the street.