Promenada Back 2 School campaign. Back 2 School and Back 2 Cool

Brand Communication
Brand Strategy


The main initial challenge

We needed to create a back 2 school campaign for smart and cool kids, in line with Promenada’s brand message and reach very smart traffic and sales objectives.

Our Strategic solution

We came up with a promotional mechanic which involved many tenants from Promenada (always a good idea for a shopping mall) who offered the coolest prizes to be won by the smartest kids. The prizes became stars: the coolest backpack was the most desirable prize of them all.

Being a natural development of the summer campaign, we also activated influencers to backup our atl and btl campaign.

We activated the campaign through all channels in mall, outdoor, online, radio.