The agency adds in the portfolio the first proximity mall in Bucharest
A cup of sugar or baking powder to finish the cake, a suit that will save your tomorrow presentation, ideas for the gift you have totally forgotten about or simply a welcoming veranda to enjoy your morning coffee, so close to your home that you could almost walk in robe and slippers.
Starting with today, Bucharesters in the Obor area have a new neighbour where they can find all the things they need – the commercial centre Veranda, which selected MullenLowe and Initiative to communicate the new concept of proximity mall.
“Veranda brings a new concept to Bucharest. We wanted a partner who could understand the special features of our project and have a creative vision to make us stand out on a crowded market of commercial centres. The campaign made by MullenLowe – Our Veranda is your Veranda – places us in a familiar, relaxed and warm setting which helps us get closer to our target in the way we wanted to,” says Andrei Pogonaru, developer of Veranda.
The first campaign developed by MullenLowe for the new client – the launching campaign – is built around a creative concept based on the idea of proximity: Veranda is the place very close to home where you can shop, have lunch or simply spend your spare time with family and friends.
“Veranda is not just a mall. It is the first mall with a yard, a hip presence in a community with perfume and history. It is more a neighbour rather than a mall. So from this point to the promise of Our Veranda is your Veranda there was only a small and natural step left. Our ideas resonated with the client’s vision, thus we together invite Bucharesters to discover the experience of having a friendly shopping and leisure space so close to their home,” adds Alina Bălan, Client Service Director, MullenLowe.
The opening of the commercial centre is supported by an integrated media campaign, which aims to achieve maximum exposure in the areas of interest for Veranda. The outdoor exposure, in addition to various media and impactful supports adapted to the concept of proximity, was boosted by two special projects. The first one is represented by the Obor Station, now with Veranda, which creates on the Obor station platform a unique space dedicated to travellers and residents. The second special project is the branding done in one of the busiest crossroads in Bucharest, the Obor roundabout, which places Veranda’s symbol in the minds of the consumers in traffic.
The digital communication, with premium display and performance media, together with the most popular radio stations in Bucharest complete the media mix used for the grand opening of Veranda.
The Veranda team involved in the campaign is made of Raluca Harabagiu (Director de Marketing), Iuliana Mardare (Specialist Marketing), Maria Crăciun (Specialist Marketing) and Aura Dinu (Head of Marketing Shopping Centers CBRE Romnia).
On behalf of MullenLowe: Eugen Suman (Executive Creative Director), Manuela Gogu (Creative Integration Director), Robert Șopârlache (Senior Art Director), Simina Zidaru (Copywriter), Ilinca Nanoveanu (A/V Manager), Alina Bălan (Client Service Director), Adriana Tudoran (Account Director), Bianca Iancu (Senior Account Executive).
Initiative was represented by Andreea Dinescu (Deputy Managing Director), Luiza Popa (OOH Media Buyer), Alexandru Miu (Senior OOH Manager), Adriana Ciobanu (Senior Media Planner), Cosmin Oțel (Digital Strategy Director), Raluca Lupu (Digital Account Executive), Ruxandra Ștefan (Strategy & Planning Director), Cătălina Ghiță (Radio and Print Buyer) and Cristina Chinde (Research Manager).