beon. Worldwide has been planning to the last detail the launch of the city’s new shopping and leisure center: Lagoh. An active by Lar España launched by Grupo Lar that opened to the public on September 27th 2019.
beon. provided the services of a communication and PR office, as well as a global strategy the center launch in Seville, where the new complex is located.
With the aim of offering a flawless campaign during the opening, beon. worked on a creative line with designs adapted to the different media; a digital strategy including a social media content plan launched by a community manager; and influencers marketing actions.
All this activations took place under the claim ‘Nunca has visto nada igual’ (You have never seen anything like this) a clear reference to the unique, exclusive shopping and leisure offer of the hundred shops and restaurants available at Lagoh.
A made-to-measure media plan
An advertising plan addressed to traditional media: specialized industry, radio, digital, and press. beon. accomplished the shooting sessions and the production of two different spots with their creative scripts, filming locations, castings, as well as the recording of five different radio slots.
The main campaign claim had to be part of the different spots, which showed different profiles of city locals in their daily life, where some things were out of reach and now posible at Lagoh.
So, if someone wanted to surf, practice zipline, or fly in a wind tunnel, the spots invited the aundience to visit Lagoh “for another way to surf in Seville.”
In the same way, a street marketing action was proposed for the city tram, running along the main city avenues and landmark, which was floor covered with vinyl, using a different adaptation of the main campaign claim.
Thus, Lagoh invited fans and followers to ride the wave of the new mall in Seville, were visitors will find endless, new experiences.
A top inauguration
During the first big opening, beon. carried out a series of online activations besides the marketing strategy.
Different activities were carried out in the center where, a diver, a paratrooper, a fashion designer, a chef, a fisherman, and a surfer guided the first visitors suggesting everything they could do during their first visit, interacting with them in a fun way.
A cylindrical structure with a 360º camera was placed on site so visitors could record themselves while enjoying an adventure of their choice: diving, flying, and surfing. Users received the video in their email immediately to share it on their social media.
In addition, our teams developed an App so the public could capture one of the floating gifts that were displayed around the center, and once the image was uploaded, they received an award coupon with access to the different gifts.
This is the largest commercial project opening this year in Spain, and only during its first weekend the complex welcomed 200,000 visitors
beon. continues empowering its presence in this market while implementing new actions in the field of communication.