Why sell it when you can give it away?
The Miramar shopping center is located between the two main commercial hubs in the province of Málaga. The existence of strong competition, exclusivity agreements, and a limited radius of action required us to set ourselves apart and offer an experience superior to that provided by competitors.
The objective: to allow Christmas to revolve around the customer, full of experiences of family togetherness in the afternoon and promoting association of the shopping center with moments to be remembered.
Using a teaser approach through online channels, we were able to achieve a high influx every afternoon. Once visitors had arrived they were treated to surprise micro-events occurring one after another, all day long and throughout the entire campaign.
We started off the countdown to Christmas with indoor and outdoor lights at the center, and once everything was brightly lit, 6 indoor snow cannons were used to create the first snowstorm inside of a shopping center.
A life-sized house was built for Santa Claus, where the youngest children could drop off their wish lists, and some hospitalized children were even able to tell Santa what they wanted by videoconference. For the romantics there were photos of kisses under the mistletoe and a flash mob even showed up for dancing, opera, and charades.
Being aware of the fact that shopping and recreation plans often begin with browsing at online shops for sales and promotions, we relied upon an open-access online channel with complete information updated to the minute.
Inauguration of the H&M store was launched to the public using ads on Spotify, becoming the first advertiser with local segmentation on this streaming music platform and achieving one of the year’s highest CTRs.
Each change of season gives us something to get excited about, and that’s why we celebrate each seasonal campaign to the maximum. This may mean a 3D butterfly festival in the spring or a summer offering where our model could be merged with the shopping center in the form of an impressive bodypainting event.