Campanie
General Information:
Strategic approach:
| Strategic approach: |
NEPI Rockcastle operates 20 shopping centers in Romania, located in major cities such as Bucharest, Sibiu, Timișoara, Constanța, and Ploiești. This consistent presence is justified by Romanians' appetite for spending time in these venues. Seven out of ten Romanians visit malls at least once a week; for Generation Z, this percentage is even higher at 70%. Additionally, 31% of Romanians believe any day is suitable for visiting the mall. However, there's another side to this trend: malls are losing their appeal as people naturally prefer spending leisure time outdoors. Historically, NEPI Rockcastle malls hosted summer concerts featuring artists from various genres relevant to different audience types. These concerts attracted attention individually due to artist popularity alone, but there wasn’t enough visibility both to the concerts and to Nepi Rockcastle as a brand – hence, the challenge was to unify them under a cohesive concept that could become an asset unique to NEPI Rockcastle—a trigger point each summer season appealing directly towards targeted audiences So, the main question was: how can NEPI Rockcastle malls remain a destination for people during the warmer months of Summer 2024? Our objectives were set to follow: 1. Reach → Engage 4M+ people in NEPI Rockcastle cities 2. Foot traffic → Increase mall visits by 3,000+ per period 3. Media efficiency → Reduce media costs by 20% through optimized audience targeting and a data-driven media mix 4. Engagement rate (ER%) → Boost ER by 50% with interactive content, real-time updates, and user participation. SPOT Festival was designed to engage festival-goers, specifically: Our audience was: Young adults - Young adults, aged 20 – 30 y.o → seekers of relaxation and fun, interested in music festivals, shopping malls, restaurants, clothing and entertainment - Experience-seekers → Visit malls for concerts, movies, shopping, and dining Social connectors → Enjoy vibrant spaces for self-expression and community - Community-focused → Value social interaction and belonging Gen Z - Teenagers, aged 16 – 20 → who actively seek immersive experiences that combine entertainment, social interactions, and lifestyle elements. - They come to the mall rather to spend time with friends than for shopping. - They are passionate about live concerts and trending artists - FOMO-driven → Attracted to trending, shareable moments - Status-conscious → Use events to showcase fashion and lifestyle The first step was to unify scattered events into a single, cohesive series with consistent branding across all locations—transforming them into an immersive festival-like experience rather than isolated performances. We identified that malls already serve as destinations beyond shopping, offering dining areas, lifestyle stores, and social spaces. This insight led us to redefine NEPI’s role—not just as a retail hub, but as an experiential destination that seamlessly blends live music with engaging brand interactions, maximizing audience participation. |
Execution:
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