The campaign for the LAGO Shopping Centre in Constance

TASK

STRATEGY

The success story of the LAGO Shopping Centre began with its opening in 2004. And because this story is far from over, a new campaign was launched in 2018. It’s set up for the long term until 2025 and carries a clear goal: to offer the “best mix of tenants with a lakeside vibe”. This results in there being two immediate tasks to take care of: first, to give LAGO a clear profile while appealing to the widest variety of people. Each of the 10 million annual visitors should experience their own personal LAGO. Second: to keep the shopping centre attractive for tenants.

A huge 572 km2 and 254 m deep: fortunately, the LAGO has such a large USP that it appeals to everyone. Lake Constance itself is an elementary part of the campaign: in design terms via the water reflection; in terms of text with the headline ending “am See” (“at the lake”). With these elements, we create the foundation that makes it possible to keep launching new season campaigns over the years and is visible everywhere: in and around Constance, in digital and analogue forms, and of course in and around the shopping centre itself. Continually new – and thus unmistakably LAGO.

The Look and the Lake.

Offer maximal recognition factor but always present new trends and content: The campaign presents very different lifestyle themes – such as fashion or food – while still maintaining its constant visual style. It receives the German Brand Award a few months after the launch; in 2019, the German Brand Award follows up with gold. But much more importantly: just a year after the campaign start, new brands move in and bring even more big-city flair to the LAGO.

BLOOMING BY THE LAKE

ANYTHING GOES

BRAND EXPERIENCE ON SITE

GIFT CERTIFICATES

Fresh and seasonal: temporary campaigns.
Always new and yet familiar: a new campaign motif appears every season, and suitable promotions allow visitors to immerse themselves in the brand.

Bandwidth not only in landscape format: the campaign motifs.
Sometimes a model determines the motif, sometimes a mood, and this time the goods that can be bought at LAGO: Anything goes.

Points of contact everywhere: brand experience on site. Visitors to the shopping center encounter the look and feel and the motifs of the campaign in a variety of ways. A charming customer journey leaves a brand message at every point of contact with the LAGO - from the entrance barrier in the parking garage to numerous communication areas in and around the building.

Unmistakable down to the last detail.
Even the design of the gift vouchers follows the campaign - and just like them, the motifs change regularly.

PERCENT ON THE LAKE

ACTIONS ON THE LAKE

SEASONAL PROMOTIONS

APP AND SOCIAL MEDIA

Sale or image? Yes and yes!
The high level of recognition effortlessly combines the seemingly incompatible: long-term brand profiling and short-term purchase incentives.

Trends and events: promotions.
They make a campaign fly - literally: small campaigns, surprises and promotions. LAGO had one of them take off for a VR flight over Lake Constance.

Open your eyes, open your heart: seasonal promotions.
Always new surprises deepen customer loyalty. Like our Christmas package full of atmospheric ideas and an angel photo campaign.

Smart and Phone: App and Social Media.
Very close to the customer - right in his pocket: The LAGO not only has its own app, but is also very lively on social media.

The campaign for the LAGO Shopping Centre in Constance.

The Look and the Lake.