Magnolia is the largest retail and entertainment center in Lower Silesia and has been the most important shopping mall in Wroclaw for a number of years. It was one of the first large clients to choose our agency, forging a lasting cooperation from 2011 to 2016.
Working for the most visited destination in Wrocław was a real challenge. The public had lively reactions to new phases of our long-running campaign and we had to search for innovate, non-standard ideas that could surprise them.
Working across various platforms, we typically refreshed communications every year and introduced new ones after two years. Our work was sometimes based on graphic solutions prepared by branding agencies.
Our main work can be split into key levels: image (including branding and interior design), sales, and customer activationand loyalty programs.
The biggest difficulty was creating communications that were engaging all year round and had an attractive variety across numerous traditional media and digital formats—fromradio to ambient media, indoor to outdoor spaces.
Our rich portfolio of experience helped when offering complex services to such a large retail center. Our team members have worked on projects for over 40 shopping malls over the years.
Our co-operation was a hit from the beginning, to an extent that it even took us by surprise. In 2012, we were pleased tosee that over a million people visited Magnolia Retail Center in one month for the very first time.
The Four Elements line was a large factor in our success. With its simple slogans and 3D design elements, it really cutthrough the noise of other shopping mall advertisements on the Wroclaw market.
Magnolia has a strong tradition of organizing various events inside the mall and it has always been a challenge to find a way to best promote these while maintaining continuity with the look and feel of the center’s branding.
We were also responsible for creating animations that were broadcast online and in outdoor spaces.