{"id":2472,"date":"2019-03-27T10:59:39","date_gmt":"2019-03-27T08:59:39","guid":{"rendered":"http:\/\/socialfreaks.org\/blog\/?p=2472"},"modified":"2022-11-04T14:17:05","modified_gmt":"2022-11-04T12:17:05","slug":"delta-planet-noviyat-stil-na-varna","status":"publish","type":"post","link":"https:\/\/blog.socialfreaks.bg\/en\/delta-planet-noviyat-stil-na-varna\/","title":{"rendered":"2019 Challenge: Delta Planet Mall Opening"},"content":{"rendered":"

Year 2019 started with a\u00a0<\/strong>new challenge\u00a0<\/strong>for us –\u00a0the opening of a new shopping center\u00a0<\/strong>outside of Sofia – Delta Planet Mall\u00a0(click<\/a>). We were flattered and proud of being the chosen agency for this hard task. We’re happy to be the one and only creative agency in Bulgaria to have 3 shopping centers in its customer portfolio. This project was an opportunity for us to upgrade and apply our skills.<\/p>\n

CUSTOMER:\u00a0<\/strong>Delta Planet Mall is the first big shopping center in Bulgaria, which was opened after the past trend of malls a decade ago. The project is huge – for Varna and for Bulgaria as well. It is located on 100 000 sq. m. area. The building has 4 levels with more than 1300 parking lots and retail area over 40 000 sq. m. Green gardens and open terraces, a new trend among the shopping centers, make Delta Planet Mall very distinctive. The concept of retailtainment\u00a0<\/strong>– combination between a good retail mix, interactive and modern interior and entertainment areas, transform the shopping center into\u00a0the new style of the city.<\/strong><\/p>\n

SERVICES:\u00a0<\/strong>Full service agency of a shopping center – creative, design and copywriting; social media presence concept creation and management, concept and realization of pre- and post-opening campaigns;<\/p>\n

GOAL:\u00a0<\/strong>Communicating the competitive advantages\u00a0of the shopping center, revealing the\u00a0retailtainment concept,\u00a0promotion and awareness of Delta Planet Mall and creation of attention-grabbing opening campaign.<\/p>\n

This is how it all started…<\/strong><\/h4>\n

Our freaky team had a long brainstorming for visual concept &\u00a0slogan for the opening campaign of Delta Planet Mall.<\/p>\n

Insight:<\/strong><\/h4>\n

Our professional experience was very helpful to ensure that the opening will be smooth and successful. We know that in order to get to the visitors’ hearts and to be considered as their place,\u00a0Delta Planet Mall\u00a0<\/strong>has to engage the local people and guests of Varna, by\u00a0building an emotional bond and leaving a long-lasting memory of positive emotions and fun.<\/strong><\/p>\n

Often during event management, marketing teams and agencies\u00a0spend most of their time and energy for the event\u00a0planning, while the event itself passes unnoticed and the memory fades away very fast. Thus our insight was to make an extraordinary opening, a 4-day festival with concerts,\u00a0theatres, kids workshops, flashmobs and interesting games with gifts. An event in which we all would participate and we wouldn’t be the same after this experience.<\/p>\n

Campaign slogan:\u00a0<\/strong>It came naturally too\u00a0\u201eEverything changes on\u00a028.03.\u201c.<\/strong><\/p>\n

We kept the inspiration going…<\/strong><\/h4>\n

We didn’t want to announce all surprises straightaway, this we decided to arouse the interest of locals and guests of Varna with a teaser campaign, which started on the 25th of February. While choosing the creative key visuals we wanted to reveal the concept of the shopping center and make it easier for all target groups to recognize\u00a0themselves in\u00a0our main visuals.<\/p>\n

We\u00a0began with a fashion lady and trendy man:<\/p>\n

\"Mall\"\u00a0 \u00a0\u00a0\"Mall\"<\/p>\n

Then stylish teens having fun followed:<\/p>\n

\"Mall\"<\/p>\n

Last but not least, happy family and a couple experiencing the cinema emotion.<\/p>\n

\u00a0\"Mall\"\u00a0 \u00a0\u00a0\"DP_KV_cinema_BB_4,1x3,1_14\"<\/p>\n

Our message was spread everywhere in the city by OOH advertising and arouse the interest of everyone for what was about to happen after a month!<\/p>\n

We wanted to make sure that we are on the right road, this is why when we were visiting Varna we asked random people if they know what is coming and we were very happy that they were anticipating the opening of Delta Planet Mall and gave us a positive feedback for our 5 key visuals.\u00a0Great job!<\/p>\n

Lifting the curtains…<\/strong><\/h4>\n

After we were assured that many people are excited for the event, some of them even asked for a day off to be able to visit the mall, we decided to reveal what we have prepared for the 4-day opening festival.<\/p>\n

Do you like being first?<\/strong><\/h4>\n

For the opening we decided to giveaway gift cards for the first 200 customers and it a very effective strategy – the shopping enthusiasts were impatient for the start of the official opening festival.<\/p>\n

\"Mall\"<\/p>\n

\"Mall\"<\/p>\n

Be explorer and win…<\/strong><\/h4>\n

Besides the unforgettable experience, every event visitor had the chance to win a big prize while having fun.<\/p>\n

\"Mall\"<\/p>\n

Event program…<\/strong><\/h4>\n

Before the opening event, we distributed the event program together with the card for collecting stamps from the “Be Explorer” campaign and the fan card for the big star concert of Virginia Records. Every corner in Delta Planet Mall came to life and we prepared many activities : kids workshops, puppet shows, animators, magicians, fairies, actors on stilts, karaoke and\u00a0the big concerts, of course.<\/p>\n

\"Mall\"<\/p>\n

\"Mall\"<\/p>\n

\"Mall\"<\/p>\n

Creative invitation…<\/strong><\/h4>\n

Every agency dreams of having groundbreaking campaigns that create unique experiences. We did unexpected guerrilla marketing activation – few days before the event, we invited the customers to visit the opening festival with a wink and an original frame on their automobile side mirrors. Professional promoters placed\u00a0this frame on thousands cars in the neighborhoods near Delta Planet Mall. Because you know,\u00a0\u00a0everything changes on 28.03.<\/strong><\/p>\n

\u00a0\"Mall\"<\/div>\n

Online communication<\/strong><\/h4>\n

Having good knowledge of the different digital ad platforms and their audience, we build a strategy for specific communication in the various channels. We created brand awareness for Delta Planet Mall in the social networks Facebook & Instagram by sharing creative visuals to custom target audiences, stories and via\u00a0#hashtags too. Our manner was friendly and we did out best to stand out and be clear in our messages, in order to supply the impatient users with maximum information.<\/p>\n

Facebook & Instagram<\/strong><\/h4>\n

We used the digital channels also to furthet develop the potential of our key visuals by helping them come alive:<\/p>\n

\n