Grand opening of a mall in Usulután,
El Salvador
About Plaza Mundo
Plaza Mundo is the second biggest Mall chain in El Salvador. Opening their doors for the first time in the city of Soyapango in 2010, then expanding to Apopa in 2020 and to Usulutan in 2024 .
Key services
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As one of the brand’s key allies, we were tasked to help the marketing, expansion and commercial team in exploring the best way to introduce the Plaza Mundo brand in a completely new territory, Usulután. We had to come in with a bang. The opening of such a mall represented a big step in economic and commercial development for the local region so we had to take such an endevour with responsability. It was equally importante to sement Plaza Mundo’s brand positioning as soon as possible through meaningful and lasting realtionships with the local people, as they wlecomed their new neighbour.
Work overview
Results
The result was a creative campaign along with a detailed and robust media plan to let the local region and the whole country know that Plaza Mundo was expanding and ready to serve and entertain new communities.
The result was a creative campaign along with a detailed and robust media plan to let the local region and the whole country know that Plaza Mundo was expanding and ready to serve and entertain new communities.
Work got started early on in the groundbreaking stages. We visited the construction site and met with the local community through small interviews. This gave us a great understanding of the local consumer context and guided our communication. Construction quickly ramped up and so did our work. After many iterations and meetings with our client’s higher management, we settled on how we would introduce the Plaza Mundo brand to Usulután.
Once construction was nearing its end, we started developing a robust media plan. We proposed several media touchpoints including billboards, temporary road arcs and mobile digital billboards. The campaign had to be local, so we proposed local radio and TV bradcasters. However, the brand was also a nationalwide brand and the whole country had to also be informed of these new mall. We constructed a nationwide media plan with the aim of reinforcing the brand positioning as the “place where you find it all”.
The haik
