Success story · BamBam Comunicación · Gran Casa Shopping Centre

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 Zaragoza's leading shopping centres, with a wide range of shops, restaurants and leisure for families from Aragon. At a time when shopping centres are evolving from mere places to shop into places to meet and be entertained, the Gran Casa team wanted to offer its visitors a different experience combining shopping and imagination. Together with the agency BamBam Comunicación, Gran Casa developed Love Natural Kimchi!, an interactive phygital Digital Out Of Home action that turned more than 100 square metres of the shopping centre into a virtual jungle where animals mingle with visitors thanks to Augmented Reality.

Client

BamBam Comunicación · Gran Casa Shopping Centre

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 centre sector is going through a deep transformation: consumers no longer visit the centre just to shop, but to enjoy experiences, socialise and spend time with the family. Competition with online shopping forces operators to rethink the added value the physical space offers, especially at times when shopping traffic is lower. Gran Casa was looking for an immersive experience that would not only attract visitors during their time at the centre, but also encourage spending in the stores and capture customer data for later loyalty actions. All in a memorable, family-friendly, visually striking 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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