Case of success · BamBam Communication · Gran Casa Shopping Center

Love Natural Kimchi

56 visitors

Per hour at the experience.

Case summary

An augmented photocall of more than 100 m² with jungle animals that turns the visit to the Gran Casa shopping centre into a family phygital experience.

Gran Casa is one of the leading shopping centers in Zaragoza, offering a wide range of stores, restaurants, and leisure activities for Aragon families. At a time when shopping centers are evolving from simple shopping spaces into places of encounter and entertainment, the team at Gran Casa wanted to offer its visitors a different experience that combined shopping and imagination. Together with the agency BamBam Comunicación, Gran Casa developed Love Natural Kimchi!, a phygital digital out-of-home interactive action that transformed more than 100 square meters of the shopping center into a virtual jungle where animals coexist with visitors thanks to Augmented Reality.

Client

BamBam Comunicación · Gran Casa Shopping Center

Sector

Retail & Leisure

Service

Gamified marketing · Immersive XR experiences

56 visitors

Per hour at the experience.

+20%

Growth in the centre's database.

30€

Minimum spend to take part.

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01 The challenge

Turning the visit to the centre into a family experience

The shopping center sector is undergoing a profound transformation: the consumer no longer visits the center just to shop, but to experience, socialize, and spend time with their family. The competition with online shopping is forcing operators to rethink the added value offered by the physical space, especially during times and hours when shopping traffic is lower. Gran Casa sought an immersive experience that would not only attract visitors during their time in the center, but also encourage consumption in the stores and capture customer data for future loyalty initiatives. All this, in a memorable, familiar, and visually impactful format.

02 The solution

An augmented photocall with jungle animals

The solution is Love Natural Kimchi!, an augmented photocall occupying more than 100 square metres of the shopping centre and using a large-format LED screen as its main stage. When a visitor enters the active zone, jungle animals appear in real time alongside them on the screen —tigers, monkeys, toucans, butterflies and other species— creating an impossible image that customers immediately share on social media. To take part in the experience, each visitor has to spend a minimum of 30 euros in one of the centre's stores, creating a direct cross-selling mechanism that ties the experience to real spending within the premises.

Next step

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Key learnings

What this case teaches the sector.

The shopping centre stops being a place to shop and becomes a place to experience.

Competition from e-commerce forces physical shopping centres to reinvent their proposal. A phygital activation with Augmented Reality turns the space into a reason to visit in itself, not just a place you go to shop. The experience becomes the main product.

Conditional cross-selling turns experience into store traffic.

Tying participation in an immersive experience to a minimum spend in the centre's stores turns DOOH into a measurable cross-selling campaign. The activation stops being an abstract brand investment and becomes a direct generator of spending within the premises.

Families are the audience that goes most viral on social media.

When an immersive experience surprises children, parents film, post and share. Families are probably the most generous audience in generating organic content: every visit to the photocall automatically becomes several posts that amplify the campaign at no extra cost.

A 20% increase in the database turns a campaign into a strategic investment.

Lead capture is usually the most expensive metric in traditional marketing. A 20% increase in the shopping centre's database during the activation turns a one-off campaign into a strategic loyalty investment, with sustained returns beyond the end of the campaign.

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