How we promoted Shakira's residency and her "Las Mujeres Ya No Lloran World Tour" in Madrid
Madrid has been filled with purple. The city woke up with Shakira’s face on the street and there we were, carrying out the poster pasting for a campaign that announced something big: the artist’s return to Spain with a residency in Madrid. The message is direct: “Las Mujeres Ya No Lloran World Tour” and a stadium, the Estadio Shakira, built just for this event.
A residency for history
The poster tells almost everything. Shakira’s name appears, the city, the Estadio Shakira and the dates spread between September and October, as well as the detail that it is a European residency. The design also shows the websites where tickets are bought: Livenation, Ticketmaster and El Corte Inglés.
For a campaign like this, street media makes sense. It’s not the same to see the ad on your phone as to come across it while you’re going to buy bread. People stop, read it and comment on it. That’s the first step so that they later search for tickets on their own.
How a poster pasting is prepared
The work starts before pasting anything. You have to review the design, adapt it to each format and carefully choose the spots where it will be placed. Then comes the installation and, at the end, checking that everything has turned out as it should.
- Design adapted to each public street advertising format.
- Locations with foot traffic: sidewalks, corners and neighborhood areas.
- Clean installation, without leaving remnants or waste.
- Later review to check the condition of the posters.
In this campaign the posters held up well to the day-to-day of the street. And that matters, because a torn or crooked poster conveys just the opposite of what the client is looking for.
Why street marketing works with a concert
Street marketing does not compete with social media, it adds. Social media notifies those who already follow the artist; the street reaches those who don’t follow them. With a multi-night event in Madrid, it is necessary to cover both fronts.
Also, these types of campaigns are remembered. Shakira’s poster on any sidewalk generates photos, comments and that moment of “have you seen that she’s coming back?”. Curiosity does the rest.
If you have something to announce and you want people to see it on the street, this is the way. We put the posters where they belong and you take care of filling the stadium.