Phygital Campaign

CC Parc Central

Taking advantage of Tarragona’s historical heritage and the city center, we have designed an innovative action that has not only enriched the city’s cultural and tourist offerings but also promoted the integration of history with the present, providing an educational and entertaining attraction for both tourists and locals.

ProjectScope

Strategy

Increase traffic to the shopping center and generate interest in it.

Creativity

We designed a tactical action using Augmented Reality (AR), creating an immersive experience that positions the center as innovative.

Media

Definition of a journey in the center, adapting the AR elements to the operators.

Data & Tech

Since the goal was to generate footfall to the center, we measured the number of QR scans throughout the campaign.

Objective

Creatively, one of the challenges was to ensure that the Tarraco Experience campaign reflected Parc Central. We played with elements of the logo to build patterns and communication elements.

Idea

Focusing on a positioning where Parc Central acts as an amplifier for what happens in its city allows the shopping center to build a unique and coherent communication plan.

Implementation

Paid campaign on Meta during two summer months. Offline creatives throughout the center and presence on the tourism pages and spaces of the Tarragona City Council.

Strategy

Rollout of a digital strategy with two reels on Instagram: one to generate curiosity and the other to communicate the campaign. Throughout the campaign’s duration, posts on Meta were created to maintain interest in the action.

As the campaign aimed to increase footfall to the center, we measured the number of scans of the journey pieces within the center, and in two months, more than 2,000 scans were exceeded.

Credits