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Tiago Malls

Client: Mivan

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CHALLENGE

Create a unique campaign for a large-scale project

The Mivan Group is one of the world’s most versatile specialist construction companies, having worked in over 40 countries over 30 years. Mivan specializes in Interiors & Teeming, Property Development, and General Contracting. Recently, the company opened a branch in Romania, called Mivan Development, and began development of Tiago Malls.

Tiago Malls is an ambitious project, consisting of no less than ten malls in all of Bucharest’s important cities. For this large-scale project, the client needed A to Z advertising services that would put the malls on the map in everyone’s mind. In order to find the perfect agency for this project, the client organized a highly competitive pitch process, which, as you might have guessed, we won.

Our most important challenge was overcoming the usual clichés of mall advertising and to make the project stand out from the crowd. We’ve all seen the “sit-com shopping” sort of campaigns before, so we needed something different for such a large and important project. A mix of our fresh ideas and brainstorming with the client is what got the job done.

SOLUTION

A winning unique concept & timely delivery

Needless to say, this was a BIG project which required an idea that would get everyone thinking BIG. We came up with an innovative story concept of a little girl posing like a grown-up diva with lots of shopping bags and shiny pink items to suggest a joy for shopping. For the photo shoot we hired the famous Romanian photographer Alex Galmeanu, whose work is well known through the world, and was sure, we thought, to catch the public’s attention.

Because of the colorful project logo, we assigned each mall their own color and created the presentation materials accordingly. This way they all differ in design from one another, but are similar in structure, keeping the malls under the same umbrella, but standing alone nonetheless.

Wasting no time, we started working on the websites: a general presentation website plus another ten, one for each location, including English and Romanian content writing. In order to keep everyone interested and properly informed, we added a newsletter.

To compliment the websites, our advertising division, Pictas Advertising, designed sales materials, including a presentation CD and detailed brochures, and created a special, easy-to-use folder our client’s sales team.

The most interesting part of the project for us, in terms of how much fun we had working on it, was the 3D presentation movies: an English version for retailers and a Romanian version for the press. Based on an original concept and with custom-composed music, the movies broke the advertising clichés in the field. The studio-recorded voice for the English version was actually one of Mivan’s chairmen, and the Romanian version featured the famous radio voice Bogdan Tudor.

RESULTS

A happy client

Our client was happy with everything we did; the original, fresh concept we came-up with and, most of all, the comfort of finding all of these professional services with a single company. The Mivian Group continues to be a client of ours today.

Deliverables ‘head count’