Unirea Shopping Center
an old shopping center back in line
When constructed in the 70’s, Unirea was the biggest shopping center in Romania. While it is still very much a Bucharest landmark, some of its aspects have lost their shine, especially when compared to all new malls.
There is nothing wrong with being old school or retro, but it’s just not right for some types of business, especially shopping. And unfortunately, the age showed through social media and it wasn’t retro or old school, it was just old and flat with no real appeal. The first order of business was to renew it and dust it off: finding its own unique voice and colour.
The thing about shopping in Unirea is that you can find pretty much anything under the same roof. So, what if you were to find pretty much every type of visual content on its page? Photos, videos, animations, GIFs, illustration and everything in between and all of it having a particular flavor. Most competitors don’t really have a brand color pallet, Unirea made one and started using it as often as possible. This way, there would be no way of mistaking a Unirea post with any other.
Everything that made Unirea unique was articulated in a fun way. The fact that it’s a landmark was translated as the first check-in spot in Romania; instead of simply presenting the plentitude of products is has to offer, these were introduced through silly, tongue in cheek questions; the Unirea Dictionary took the definition of simple, everyday activities and placed them in the context of the store as to highlight its advantages. This mix of fun content and varying visual styles also did something the competition failed at: it became engaging!
The social media feeds now look completely different, with a unique flavour and tone and users started gathering on the page. The number of page likes and followers increased by more than 50% in the first month and steadily raised during the second.
More than 200.000 people were reached by the new communication and the number of page views more than doubled.
All in all, Unirea is anything but dusty or old school. The oldest shopping center in Romania now has a modern look, both relevant and engaging.