YOU´LL WANT TO LIVE HERE by Proximity Bogota for Parque Arauco

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YOU´LL WANT TO LIVE HERE

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Industry Department Stores & Shopping Malls
Media Promo & PR
Market Colombia
Agency Proximity Bogota
Creative Director Alejandro Mesa
Art Director Martha Montenegro
Producer Paola Jimenez
Released November 2010

Awards

Caples Awards 2011
Campaigns Integrated campaign Bronze

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: PARQUE ARAUCO
Product/Service: SHOPPING MALL
Agency: PROXIMITY COLOMBIA
Date of First Appearance: Nov 10 2010
Entrant Company: PROXIMITY COLOMBIA, Bogota, COLOMBIA
Entry URL: http://204.3.178.174/parquearboleda/parquearboleda2MIN01.mpg
Chief Creative Officer: Mario Bertieri (Proximity Colombia)
Creative Executive Officer: Sandra Piedrahita (Proximity Colombia)
Creative Director: Alejandro Mesa (Proximity Colombia)
Copywritter: Emilio Mutis (Proximity Colombia)
Art Director: Martha Montenegro (Proximity Colombia)
Web Designer: Jonathan Mcvinish (Proximity Colombia)
Account Vice President: Juan Fernando Nino (Proximity Colombia)
Account Director: Carolina de la Torre (Proximity Colombia)
Account Executive: Sara Barrera (Proximity Colombia)
Producer: Paola Jimenez (Proximity Colombia)
Media placement: Outdoor - Eucol And Efectimedios - 1 November 2010
Media placement: Radio - RCN And Caracol - 1 December 2010
Media placement: Print - Diario Del Otun, La Patria And Cronica Del Quindio - 11 November 2010
Media placement: Internet - Wordpress And Youtube - 11 De November 2010
Describe the objective of the promotion.
We needed to demonstrate that in the Parque Arboleda Shopping Mall, you can find everything you need in a single place.
So, how to demonstrate that a shopping mall has everything you need, if every shopping mall in the world promises to have it?
Describe how the promotion developed from concept to implementation.
We made Sebastián Giraldo the first person in the world who lived in a shopping mall.
All his belongings were sent to the store. During two months, he literally lived in “his flat”. Every day he ate at the restaurants and bought groceries at the stores. He became friends with everyone in the mall. Thousands of people follow his daily life physically and through the web page.
Explain why the method of promotion was most relevant to the product or service.
In the end, we accomplished what nobody else had done before: to make a slogan the truth: Parque Arboleda, You’ll want to live here.
Never before had the opening of a shopping mall involved a person with the crazy idea of wanting to live in it. The subject called the attention of everyone. The best of all is that we proved that in Parque Arboleda you can find everything you need.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We did it. The call that started it all was spread through different media. In the first week more than 8,000 people entered the blog. In Facebook we beat the friend request expectation by 406%. Everyone in the area talked about one of the best campaigns ever done by a shopping mall. Sebastian became a part of their lives, as well as Parque Arboleda.