How we changed the vision of a positioned mall located in the heart of Plovdiv
We at Social Freaks love working with shopping centers. Our experience in this field is serious, and for this reason, we welcome our clients with great inspiration and send them with creatives from a higher level. Our experience is with clients such as Galleria Burgas, Galleria Stara Zagora, Delta Planet Mall, Via Park, and Pana Green Park. But you already know about them. Here we will pay attention to our new addition to the portfolio of shopping centers – Mall Markovo Tepe.
At the height of summer, when the freaks were dreaming of cocktails, beach, and waves, we were contacted by everyone’s favorite mall located in the heart of eternal Plovdiv – Mall Markovo Tepe. What one of the three malls located in Plovdiv needed and what it wanted, you will learn in the following lines.
PROBLEM
Mall Markovo Tepe has the strongest competitive advantage for a shopping center – the location, and it is not anywhere, but right in the center of the big city. This, combined with the great shopping mix of familiar and preferred brands, a cinema, a wonderful restaurant, a children’s center, and a dining area, undoubtedly contributes to the large flow of consumers during weekdays and weekends. But despite all the pros, Mall Markovo Tepe had one main con, which was time to turn into a pro as well – it lacked a clearly expressed and imposed style, which led to a lack of the necessary homogeneity in the brand’s visual communication.
ASSIGNMENT
Here it’s time for us, the freaks, to intervene. Our task was related to giving a new freshness to the general vision of the shopping center, changing the entire visual identity and presentation of the brand to its users – online and offline. And…
Time for art direction!
We renewed the style of Mall Markovo Tepe, adhering to the trends in the overall visual communication of shopping centers.
You may be wondering how we achieved this.
As already mentioned, our style was inspired by fashion trends combined with general design trends. We chose a direction that would represent the mall in a modern, colorful, but also stylish way. At the heart of the inspiration and style, we chose the square frame and the 3D object that emerges from the frame itself. In this way, we broke the static, and the human figure came to the fore. Because as the slogan of Mall Markovo Tepe says – You Are In The Center. Thus, finally, the brand idea, the slogan, and the style of the mall were homogeneous.
RESULTS
You probably won’t believe it… because we didn’t do it either. But in a month and a half, we managed to impose the new style, develop new creative directions of communication, create Real-Time content, and even implement a Back 2 School campaign.
TIME FOR CREATIVES
We start with the new style that we imposed – a 3D object, coming out of the frame and creating a feeling that it is in the center, which communicates the brand idea and slogan. We found the perfect place to position the slogan and the perfect new font for the brand.
We continued with creative posts to develop the communication.
We celebrated holidays in a creative and unconventional way.
On 03.09 there was a fire alarm on the territory of the mall. There really wasn’t one, but the news quickly spread throughout the Plovdiv media. The freaks got their creative insight and had an idea for a Real-Time post in a second. We tied the summer salwa, which were the primary communication at this point, to the news of the fire. We have communicated that in Mall Markovo Tepe only prices are burning!
And finally…..we implemented a successful campaign for Back 2 School, and you can learn more about it HERE.
So.. it’s only been a month and a half since we worked together with Mall Markovo Tepe, and we already feel like we’ve known each other forever. Follow us to find out what we continue to create for them.
