2024 - Actualidad
Diagonal Mar
The shopping centre where the visitor is the protagonist: their moments, emotions and experiences.
The challenge
The shopping centre where the visitor is the protagonist: their moments, emotions and experiences.
Diagonal Mar, a leading shopping centre in Barcelona with more than 14.5 million visits a year, was looking to take a qualitative leap in its digital communication. The challenge was to move from a narrative centred on shops and services to an approach where the real protagonist was the visitor: their moments, emotions and experiences inside the centre.
What we did
The visitor, at the heart of the narrative.
We developed an integrated digital strategy focused on turning Diagonal Mar into a stage for leisure and entertainment beyond shopping. We built narratives centred on people and how they experience the centre, weaving in creative, participatory content that amplifies events, activations and unique experiences. We worked the full ecosystem of owned, earned and paid media, boosting two-way conversation with the community, encouraging active participation on social and aligning digital communication with the business goals: more traffic, repeat visits and loyalty.
A sample
The work, in motion
What moved
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