Atrium Shopping's Custom Maps Take You from Your House to the Mall
Laura McQuarrie — May 17, 2014 — Marketing
References: agenciatudo.br & creativecriminals
The Atrium Shopping center in Santo André was specifically located so that it would be near people. In order to prove this, Brazil's Agencia Tudo set up a very clever way to show people just how close the new mall is to their own houses.
Veja Sao Paulo magazines were sent out to 6,000 subscribers in personalized envelopes that were printed with directions from their own houses to the Atrium Shopping mall. As well as demonstrating how close by the mall is, the envelopes also double as functional maps, showing people the best routes to take to visit the shopping complex.
Considering that thousands of people got individually printed maps sent to them, it's a pretty impressive campaign and most likely a successful one too.
Veja Sao Paulo magazines were sent out to 6,000 subscribers in personalized envelopes that were printed with directions from their own houses to the Atrium Shopping mall. As well as demonstrating how close by the mall is, the envelopes also double as functional maps, showing people the best routes to take to visit the shopping complex.
Considering that thousands of people got individually printed maps sent to them, it's a pretty impressive campaign and most likely a successful one too.
Trend Themes
1. Personalized Shopping Maps - Disruptive innovation opportunity: Develop personalized shopping map applications that provide users with directions to nearby malls and shopping centers.
2. Direct Mail Marketing - Disruptive innovation opportunity: Integrate personalized directions and functional maps into direct mail marketing campaigns to engage and attract customers.
3. Location-based Marketing - Disruptive innovation opportunity: Utilize location data to deliver customized marketing materials that highlight the proximity of businesses to customers' homes.
Industry Implications
1. Retail - Disruptive innovation opportunity: Implement personalized shopping maps in retail applications to enhance the customer shopping experience and drive foot traffic to malls.
2. Marketing and Advertising - Disruptive innovation opportunity: Incorporate personalized maps and directions into marketing campaigns to increase customer engagement and response rates.
3. Technology and Apps - Disruptive innovation opportunity: Develop mobile apps and platforms that offer personalized shopping maps, combining location data and navigation features.
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