THE CAMPAIGN MANAGEMENT THE GRAND OPENING CAMPAIGN, B2C BRAND MANAGEMENT
The grand opening campaign for Libero shopping center. The campaign was divided into several stages: a teaser campaign; opening campaign; ambient campaign; following events and pro-sale actions.
Project overview
Project/owner
Libero Katowice / Echo Investment SA
Time frame
September 2018 – December 2018
MY ROLE
I led the entire project, from its inception and planning to execution. Responsible for envisioning the big picture, preparation, organization, and production, I coordinated all teams involved, from procurement through refining the plan to its implementation.
Team
E1 collective agency (communication strategy, creative line, social media communication). Live agency (event program and production), PR agency, marketing team: Iwo Knopik, Ola Czechowska.
PHOTO
Łukasz Siekanowicz, Maksym Rudnik, Szymon Szcześniak (photo session for the campaign)
VIDEO
Grzegorz Filip
CHALLENGE
Libero was established as the fourth shopping center in the city. Strong competition required the preparation of well-thought-out and distinctive brand communication, a long-term plan of events and complex media plan.
The task was to prepare a comprehensive strategy for the Libero’s grand opening, as well as to reach as many potential visitors as possible with the communication about the event.
SOLUTION
The Grand Opening Campaign for Libero was a project that required the work of an interdisciplinary team. Therefore, a creative and event agency as well as marketing and PR team were invited to cooperate.
The developed a few months campaign was divided into several stages: a teaser campaign, the opening campaign, following events and pro-sale actions.
The campaign was communicated across all media channels, both online and offline, including OOH, social media, influencers, local media, websites, and other non-traditional solutions.
The teaser campaign was implemented first. In the all media channels, including OOH, appeared visual creation with the motto: „Kupuj, baw się, jedz” (English: „Buy, have fun, eat”). It directly related to the comprehensive Libero’s offer: shopping, playing and eating. The slogan has become a permanent part of the brand’s communication.
Significant part of the campaign were strett performances for example painting public transport stops by a well-known visual artist and art director Krystian Ścigalski aka WhyDuck.
The artist has made a visual reinterpretation of the official communication line.
Moreover, food-trucks and coffee-bikes have been installed in several of the city’s busiest places. Passers-by were treated with delicious food and hot coffee. In addition, the hostesses handed out guides with a program of attractions and invited people to the upcoming opening day.
The action was communicated in the local press and social media, where it was possible to check the current location of the food trucks.
And then, on the Grand Opening Day, in addition to many tenant’s promotions, gifts and free attractions related to food, fun and shopping, a large pro-sale campaign was launched.
Finally, the 3 days long event ending the Libero’s Grand Opening Campaign was „Weekend with the Stars”. The event was divided thematically into culinary, sport and fashion day.
sugested work
Leading the 'Fusion with summer’ Event Series
Leading the 'Fusion with summer’ Event Series
A series of cultural and educational events and workshops for local community and future residents of mixed-use project. Program had a positive impact on brand awareness and appartment sale.
