Argentina is in the midst of an economic crisis – making effective campaigns all the more important. Publicis and Taggify are launching the new Peugeot 2008 SUV with a programmatic DooH campaign on ten synchronized screens in Buenos Aires’ most famous square.
The Obelisk in Buenos Aires is an iconic landmark, and it became the heart of celebrations when economically trodden Argentina won the FIFA World Cup in 2022. This 67-meter-high tower, located along the bustling boulevard of the Argentinian capital, is surrounded by countless digital billboards. These DooH screens, scattered across the roofs and facades of nearby buildings, create an uncoordinated mix of advertising spaces from various providers.
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The lions conquer the obelisk
But on August 20th – the date matches the name of the car – the Stellantis brand Peugeot took over the Plaza de la Republica arounf the Obelisk in a campaign that brought Times Square vibes to Buenos Aires. The brand showcased the latest version of its SUV 2008, across ten synchronized DooH screens of varying sizes and technologies. This marked a significant moment for the automotive brand, as the new 2008 model is the first to be produced locally in Argentina to reduce Peugeot’s dependence on fluctuating peso exchange rates.
The one-hour launch campaign was executed by Publicis in collaboration with Taggify, a programmatic provider that connects 600,000 screens across 16 Latin American countries. Taggify was responsible for the planning, creation, and synchronized display, utilizing its integrated tech stack, which includes a DSP, an SSP, a DMP, and a CMS.
