Once upon a time there was a Shopping Centre that made its visitors feel a unique, real, attractive and valuable experience. It was a place ready to receive families and young people at the same time. The Shopping Centre Illa Carlemany turned into a meeting point to enjoy not only for the shopping, but also from its activities, campaigns, promotions, and decoration. An excellent place to find leading brands in clothing and cosmetics, packed with a diverse range of gastronomic restaurants and foodie choices, as well as entertainment opportunities such as a cinema, a gym or a colourful playground for the little ones. And this Shopping Centre was giving to this little country, Andorra, a unique value: the place where you can catch-up with your friends and family to ENJOY!
The communication was mainly focused on its events; and the customer was always the protagonist of them: raffles, castings, videos, promotions and discounts…
Every season we designed, under the direction of the fantastic marketer Diana Pérez, a proper event planning organised and “branded” by the Shopping Centre with a well-designed marketing strategy. Each action was created by our team (briefing and handbook of the events & campaigns); we also controlled the budget, produced the contents, graphic designed, and did the media planning (advertising, PR, press conferences and so on). We also coordinated the incredible decoration customised for each event. It was not about just organising the Fathers’ day, but to create the environment, the storytelling and the real incentive for the customers to go shopping and getting back a unique experience while doing it. It was about using that day to make it more meaningful and make the client remember it: to integrate the Shopping Centre's brand in their first option for having fun, for sharing moments and purchasing.
We promoted the cinemas, shops and restaurants, produced content and distributed it through all channels: website, Facebook, Instagram, Twitter, and local media. We designed the adaptations from each post with the Shopping Centre style.
L’amor aterra a Illa Carlemany
For the Valentine’s Day, the Shopping Centre got decorated with paper airplanes, as the concept of the campaign was “The love lands to Illa Carlemany”. For the event we did a casting of 100 participants, and from there we recruited three couples, where one of them would record a video of the declaration of love to the other. These videos were shown in the cinemas, for sure one of their best surprises in their life.
Illa Color Fest
To welcome the spring season, just after the 1st of Mai the international working day, the shops from the whole town are allowed to go to the street and promote their services. In this context we prepared the Illa Color Fest event, where the primary purpose was presenting the spring collection. So with the help of a great models agency from Barcelona, we organised a fashion show. As well, there were raffles for prizes to collect that day.
Gincana dels 5000
For the 5th anniversary of the Shopping Centre, we organized a gymkhana, where 5 teams of 5 members each had to overcome 5 competitions. The winning team would get 5000€