Advertiser: LA PRADERA MALL
Agency: 4 AM SAATCHI & SAATCHI
Category: Retail & E-Commerce, including Restaurants
Advertising campaign: WIFI CATALOG
Art Director: Eliott Rivas (4am Saatchi/Saatchi)
Photography Director: Lars Peen Rodt (Garage Films)
Creative Director: Marcopolo Ramirez (4am Saatchi/Saatchi)
Chief Creative Officer: Miguel Mayen (4am Saatchi/Saatchi)
Production: Jessica Burgos (Garage Films)
Interactive Creative Director: Fernando Armas (4am Saatchi/Saatchi)
Graphic Designer: Guillermo Chang (4am Saatchi/Saatchi)
Production: Andre Oliveros (4am Saatchi/Saatchi)
Chief Executive Officer: Guillermo Martinez (4am Saatchi/Saatchi)
Creative Director: Jonathan De León (4am Saatchi/Saatchi)
Copywriter: Ricardo Lopez (4am Saatchi/Saatchi)
Film Director: Roberto Burgos (Toto) (Garage Films)
Execution
We were able to present the summer sales’ catalog to our target audience in an appealing and playful way relying on a tool they constantly use, Wifi Internet, and taking advantage of the benefits that this platform offers. This way youngsters got free Wifi meanwhile learning about the sales that the stores hand and consequently generating traffic to the stores at the mall.
Client Brief Or Objective
Each year, La Pradera Shopping Mall publishes its irresistible summer sales catalog for all their products for youngsters . The problem was that our target audience was no longer interested in the printed catalog and consequently stores were not achieving their sales goals. Our challenge was to develop a catalog that would interest youngsters by integrating it to activities that were part of their current lifestyle. So we created a Wifi catalog upgrading it with a cool & young communication that was suitable for the Internet based on the fact that youngsters cannot live without Internet connection.
Implementation
We created the first Wifi Catalog. Free wireless broadband Internet was installed using various hotspots at the mall. Then all deals were uploaded to the Wifi signal so everyone could have access to the catalog. To access the free Wifi, people had to answer correctly the question that was given to them as a password. Each question was about a deal that was offered at the stores of the mall. For example, one question was “What Adidas pair of shoes are on sale 2x1?” The answer was “Samba”. The routers were programmed so that the questions where randomly changed and people would get a different one each time.
Outcome
All stores at La Pradera Shopping Mall were benefited by the traffic of potential buyers that increased their sales by 25% compared to the previous year. Every offer in our catalog was sold out, Wifi catalog did not only increased revenue of products on sale but also on those that were offered at regular price. La Pradera will replicate WIfi catalog model for their Black Friday and end of year sales. Youngsters did not only get free wifi but sales on products they were interested in. This innovative way of selling has made La Pradera the mall preferred by youngsters.