Challenge
How to launch a Shopping Center using completely new communication codes in the Italian Retail Real Estate landscape?
Solution
An unpredictable teaser followed by irreverent campaigns. THE NEW CENTER is not a political party but Rome’s new Shopping Center, which tells itself with slogans… electoral! A different, ironic tone of voice that accelerated Maximo’s awareness and leisure positioning.
Community Factor
From parody to empathy. Maximo winks at the citizens of the Capital, used to living in close contact with politics and its rituals, poking fun at the boring language of those who don’t keep their promises. And building a relationship based on trust, attention, desire for novelty and fun.
Results
in the first 12 months
0
campaigns
0
social followers
1
social interactions
