Glòries Shopping Mall: Unexpected Opening

Glòries, a shopping mall, launched the Unexpected Opening campaign to celebrate its re-opening in Barcelona.

Campaign details

Brand: Unibail-Rodamco (Glòries Shopping Mall) Agency: DICOM EVENTS

Background

Since its first inauguration in 1995, Glòries had become old-Fashioned and the city turned its back on it. After almost 2 years of work and restyling we needed to show that a new era is ready to begin.

Create excitement in Barcelona about the new centre  Create an unforgettable event  We designed an original artistic performance called "Illusion", a unique experience created by Franc Aleu, a multidisciplinary artist who has revolutionized scenarios of several cities around the world. Original music, an interactive aerial dance along the buildings of the shopping mall, and an energetic percussion light show... 20 minutes of a show full of emotion that engaged and wowed the public. It was an event suitable for all, but we emphasized attracting young people, a vital target for the new shopping mall. For this reason we bet to bring music. Represented by two icons of the DJ world: a local Dj (DJ Begun) and international DJs 2manyDjs. As master of ceremonies: Oscar Dalmau, a recognized TV and Radio host (his attendance reinforced the message of the event and new Glories, itself.) Always with Barcelona on our mind. We added to the event an interactive photocall in the form of a giant faceted head, 7 meters high. An Interactive game that scans and screens one's face on an oversized head. This head later surprised the assistants becoming the original DJ cabin of 2manydjs. A powerful and eye-catching claim activation. Before the opening we planned street marketing activities which helped us to create the "Unexpected" message and to increase the curiosity around the event: for one day, an "army" of models paraded in the most emblematic highlights of the city, to show that the new Glòries goes everywhere and is a part of Barcelona. We also created an original coat, which was the one we used as a Graphic image of the entire "Unexpected Opening" campaign. Video capsules were made with the ambassadors in Glories to serve as a Teaser & PR activity looking for impacts in the most valuable media. Online and offline media campaign (40% investment of the total budget).

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