Alameda Shopping - Mother's Day Campaign
360° campaign for a Brasília shopping mall - concept, master piece, outdoor media, digital storefront, catalog and Instagram filter.
Complete Mother's Day campaign for Alameda Shopping in historic Taguatinga - from concept to media plan. The rationale starts from three mall strengths (mix, location and price) and the date's truth: mom gives everything. The headline "Here you find EVERYTHING, for the one who gave you EVERYTHING." drives every piece - floral collage master art, indoor and outdoor media with busdoor and street furniture, a digital storefront with offer catalog, printed catalog and an AR Instagram filter that extends the spa promo to the feed. A media plan across 9 integrated channels.
The concept
Three strengths of Alameda - complete mix, historic location and accessible pricing - meet the date's biggest truth: mom is the one who gives everything. The headline "Here you find EVERYTHING, for the one who gave you EVERYTHING." and the slogan "Quem vem, se dá bem." were born.
Indoor media
The Buy & Win promo along the shopping path: purchases over R$250 earn a spa and personal care session.
Outdoor media
The campaign on the streets: busdoor across the city and street furniture at high-traffic points.
Digital storefront
Landing page with a curated selection from the stores - the whole mall in one storefront, with offers up to 50% off and a gift list.
Catalog
The storefront in print: an offers catalog distributed via flyers and at the exchange stand.
AR filter
The promo spa became a shareable game: without and with the filter, side by side. Towel, cucumbers and the #MêsDasMãesAlameda hashtag.
The strategy
360° media plan: 9 integrated channels over 14 days - outdoor, radio, social ads, Google Ads, AR filter, indoor media, exchange stand and flyers.
