In October 2005 Mega let opened a new store with urban and sports fashion in BTC (the largest shopping area in the city) in Ljubljana. Our task was to communicate to target group that the new store with top brands was coming and to attract there as many people as possible.
We have created an integrated communication strategy and an event for opening of new store called Hala 12. Because of a specific message, financial frame and basic characteristics of target group we have outlined creative solutions in a guerilla mode, boldly and with elements of surprise. We have chased consumers where they least expected it and in ways they least expected.
With an uncommon approach we have built a strong awareness and have achieved high level of remembering of a brand.
