Bibliographic citations
Cuzcano, J., Martitegui, L. (2023). "Conquista tus sentidos": Campaña de relanzamiento de marca para el centro comercial Larcomar [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/669968
Cuzcano, J., Martitegui, L. "Conquista tus sentidos": Campaña de relanzamiento de marca para el centro comercial Larcomar [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/669968
@misc{renati/1295386,
title = ""Conquista tus sentidos": Campaña de relanzamiento de marca para el centro comercial Larcomar",
author = "Martitegui Quiroz, Lady Diana",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
In recent years, the Larcomar shopping mall has experienced changes in consumer perception. On the one hand, there was the impression that it was a space aimed at tourists; and on the other, that it was outdated. The latter was due to the loss of entertainment spaces such as the UVK cinema due to an unfortunate incident, the bowling alley, and well-known discotheques. In this context, the advertising campaign "Conquer your senses" was launched, with the objective of repositioning the mall in the minds of local consumers and the surrounding area as an option to find novelties, well-known brands, and new entertainment spaces. The campaign strategy was based on the combination of creative pieces and the selection of different ATL, BTL and digital media in alliance with the mall's brands for a sustainable impact on consumers. This was how it achieved greater reach and interest in its target audience. "Conquer your senses" had better than expected results, which were evidenced in the growth of the business: sales increased by 34% compared to pre-pandemic percentages, its brand KPIs increased (for example, it obtained +10pp in awareness) and it became the only mall that grew in Brand Power (+0.9pp) in the year 2022. The advertising campaign, which was nominated for and won the Effie Bronze 2023, achieved its objective of repositioning the mall, generating a positive impact on the business and the industry, both commercially and reputationally.
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