Advertiser: DIAGONAL MAR CENTRE
Agency: JWT SPAIN
Category: Retail (Incl. Restaurants)
General Creative Director: Alex Martinez (JWT Spain)
Head Of Av Production: Benet Solans (Urbana Production Project)
Art Director: Miguel Angel Rico (JWT Spain)
Account Director: Maria José Torres (JWT Spain)
Copywriter: Oscar Galan (JWT Spain)
Creative Director: Carles Puig (JWT Spain)
Copywriter: Esteve Cardona (JWT Spain)
Account Executive: Anna Bosch (JWT Spain)
AV Producer: Jejo Serra (Urbana Production Project)
Relevancy
We promoted hugs and warmth between Diagonal Mar customers. Despite the cold and sadness of Autumn, this season became the warmest for the customers of the shopping centre both in and out of Diagonal Mar. This was also thanks to Hugapp, a Facebook application that analyzed the relationship of our customers with their contacts and recommended the most huggable to them based on their interactions.
Outcome
The clients took to the campaign with open arms:1,036,406 advertising hits.51,820 more people visited the shopping centre than in the same period in 2011.With more than 95,000 visitors we beat the mall's previous attendance record for one day.In very difficult times because of the current economic crisis we managed to increase sales for the mall.We formed an emotional bond with Diagonal Mar customers which lasted beyond the campaign. We had a direct impact on the volume of sales and number of visitors of the Mall.
Client Brief Or Objective
For its Autumn campaign, the Diagonal Mar Shopping Centre entrusted us with an event aimed at improving customer flow to the mall, increasing the volume of sales and creating an emotional bond with their customers.
Implementation
Autumn is a time when we all look for warmth. We want fashion to protect us from the cold and hugs to shelter us from bad feelings. How to combine both worlds? To answer, we asked a question: How much can a hug warm you up?To investigate this, we conducted an experiment in the shopping centre. We created a space decorated with a large thermographic sculpture made up of clothes representing the warmth of a hug. There, customers that showed a purchase receipt from the same day could measure the heat of their embrace with a thermal camera and win prizes based on the warmth they were able to transmit.