Euro 2024 at IULIUS Group Malls.
Iulius group is a real estate company specialized in mixed-use projects with over 25 years of experience. Their projects have included so far shopping experiences mixed with living or office spaces, sprinkled with parks and outdoor spaces for a citizen to enjoy as much as he/she can form their own city.
Our relationship goes back to a few years ago when we worked together with one of their locations, Iulius Mall Iași, in order to bring to life a Christmas campaign idea with really huge shoes to fill in. Literally.
Challenge
Their need was to promote the option of viewing the game in a stadium-like atmosphere, but without leaving the city, and enjoy it with other fans, fans of different sexes, ages and different levels of football knowledge.
The challenge was to create a video that can be showcased in different locations from Romania, and not be very particular to just one.
Another difficult point that we had to take into consideration was the fact that football, in general, is a male-oriented sport, but we wanted to pass the idea that our watch parties are more than that, and we welcome everyone to enjoy the highs and lows of a match.
What we did
Our main idea was inspired by gathering information from the brand team. Most of their malls feature similar shops and brands. Our largest team is already established among the mall’s B2B clients.
Therefore, we came up with the idea of the mall’s employees coming together for a friendly football match, after hours, inside the mall.
Another important part was the slogan that came during our ideation session of the video script.
“Trăim fiecare gol la Palas Mall”/”We live together every goal at Palas Mall” came to us as the cherry on top of the video. In this way everyone that attends the EURO 2024 matches is included in the crowd no matter if the Romanian team was playing or not.
Another interesting point that we had to connect to were the foreign students that Palas Mall might have as clients, and that might also join the watch parties for their countries’ matches.
The project was divided into several stages. It started with a briefing from the Brand Team, followed by a brainstorming session with our Subsign team to generate random and creative ideas.
After that, we selected the best idea — employees having a friendly match — and began adding small details from other suggestions to highlight the brand and the mall’s offerings in a simple yet effective way, including elements like makeup, high heels, shoes, and sportswear.
Next, we created the final Key Visual, designed to be adaptable across different channels. We then held a proposal meeting with the Brand Team and the videographer, Alexandru Negrea, to align on the concept. After making the final adjustments and preparing for the filming day, the execution was successfully carried out by the Brand Team and the videographer.
Results
The creative process is and will remain one of our favorite parts of most projects. Developing a creative idea for a campaign that excited us was a way to involve the whole team, from marketing strategists to copywriters and designers, and so we were able to develop a concept that conveyed exactly the main feeling of this campaign: the joy of sharing a common passion with everyone else.
