Always respect the neighbourhood; its your extended family.Anon.
El Mercado’s Integrated Campaign Challenge
New to the growing selection of malls in the Kingdom is the new location mall in the Saar/Janabiyah district of Bahrain going under the name of El Mercado. The new entrant to this select category is a stylish two level mall with distinctive, Spanish-esque architecture. The mall is strategically situated in a fast growing catchment area just off one of Bahrain’s main highways on route to the Kingdom of Saudi Arabia. The task for El Mercado’s Integrated Campaign was to let the people know this new mall was ready for prime time.
With a limited budget we had to get talk-ability up and make sure El Mercado’s Integrated Campaign hit a home run, with simple, clear messaging and a creative messages that everyone in the community could connect with. The idea of ‘your local everything’ was born. The line expressed the core intention of the mall’s offering very clearly. What ever you wanted to enjoy a family life in the area could be found at El Mercado.
Key visuals supported the line with a direct link between the benefit of going and how close the place was to locals living in the catchment area. We created key outdoor media installations that had location-specific messaging which supported a limited press campaign. The main thrust is on social networks where we built focused local audiences for sponsored advertising.
El Mercado’s Integrated Campaign Results
This campaign has proved once again that ideas are better than media budgets. Despite the low media spend this campaign has become one of the most recognisable campaigns in the Kingdom. The key strength of the impact of the campaign is in the simple charm of the art direction, the efficacy of the core campaign line and the focused delivery of the online and off line media spend. El Mercado’s integrated campaign was a real success.
Campaign planning and strategy, concept, art direction and copywriting.
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