As a strategic partner, the agency created and developed the new brand positioning and communication campaign, emphasizing the importance of the concept of “ free time” for all demographics.
In this new collaboration, MullenLowe Romania, together with Iulius Town Timisoara, bring to the forefront the value of free time in people’s lives, regardless of lifestyle, age or interests. And they answer one of the most common questions: “What are we doing today?”, which also becomes the brand signature. Iulius Town Timisoara is the first mixed-use project in the west of the country, developed by IULIUS, and includes over 450 shops, four office buildings, an events center and a park of over 50,000 square meters.
MullenLowe Romania's brand positioning and communication campaign reflect IULIUS' commitment to enriching people's free time experiences, which we want to help them spend in an enjoyable and relevant way. Thus, the Iulius Town Timisoara brand reinforces its leadership position in creating memorable shopping and recreational experiences, becoming the epicenter of quality free time.
says Ovidiu Galan, Senior Marketing Manager Iulius Group
The communication campaign will also be implemented at Palas, IULIUS’ mixed-use project in the center of Iasi, which in its 13 years of existence has become one of the city’s leading brands and the most successful commercial development outside Bucharest.
“What are we doing today?” opens the way to visit the two IULIUS locations, where, through the campaign messages, the brands will be naturally associated with the most appropriate response. And will facilitate the choice for anyone who wants a quality experience in their free time.
MullenLowe Romania consolidates the reputation earned by Iulius Town Timișoara and Palas Iași as true symbols of much-desired moments of recreation, emphasizing them not only as shopping locations, but as brands with a distinct and relevant identity for the modern public. Each of these destinations offers a meeting point between the preferences and lifestyles of those looking for more than just a shopping experience, and the agency provides an authentic connection between brands and consumers.
We are very proud and happy to welcome IULIUS to the MullenLowe Romania client portfolio. We kick off the new partnership with a communication campaign with the message “ Everything you need for your free time”. Based on the insight that the world would be a better place if people took better care of their free time, we are positioning Iulius Town Timișoara and Palas Iași as a true lifestyle. Which, out of respect for your free time, offers you all the means and experiences to spend it just the way you would like to spend it: to your taste and your soul.
adds Anca Duță, Group Account Director MullenLowe Romania
With the new communication campaign, the agency manages to position the brands not just as places that attract visitors, but as destinations that create a personal connection. The messages developed express empathy and respond directly to people’s need for more valuable free time and promise that IULIUS offers everything they need.
