La Ola Shopping Centre – The Summer Wave
La Ola Shopping Centre (Santa Cruz de Tenerife)
Ride the wave of iced coffee at La Ola Shopping Centre in Santa Cruz de Tenerife
BRIEFING
The client wanted to encourage coffee consumption during the summer season, specifically throughout July and August.
The objective was to reach a young target audience (aged 25–35).
The activation had to take place inside large retail spaces (Carrefour, Mercadona and Eroski), within a limited area of approximately 20 m².
CREATIVE PROCESS
With the target audience clearly defined (25–35-year-olds) and the time of year (summer), it was clear that our approach had to involve an activation that was engaging enough for people to overcome the “hassle” of interacting with us — an experience that would make the effort worthwhile. We had to bear in mind that connecting with this target audience is not easy, as they are exposed to a very high volume of inputs on a daily basis. Therefore, for the proposal to succeed, it had to be something different, fun and, above all, an experience worth sharing.
THE RESULT
Two different options were presented to the client, both of which met the creative requirements we had set ourselves: they had to be something different and fun, worth explaining both verbally and visually, and, above all, fit within the space we had been allocated.
The chosen proposal was to place a real surfboard simulator alongside the slogan “Ride the wave of iced coffee”. There were different difficulty levels depending on the participant’s surfing ability. We had a screen that allowed both the protagonist and the audience watching to see how the participant was surfing. In general, nobody took part alone; groups of friends, couples, etc. would participate together. This created a certain level of competition between them to see who could do it best, while at the same time everyone wanted to be recorded so they could later share the experience with their friends and family.
A roadshow was held across 8 cities in Spain, with one week in each city.
A key element was to ensure that the activation locations were as close as possible to the point of sale. This helped increase sales, as participants had to present a receipt showing that they had previously purchased the product in order to enjoy the experience.
The other option presented, although not selected, was to create a giant, hyper-realistic wave photobooth, featuring a base that allowed 5–6 people to take a fun photo together at the same time.
About La Ola Shopping Centre
La Ola Shopping Centre is a shopping centre located in Santa Cruz de Tenerife, in the Avenida Tres de Mayo area, at C. de Fernández Navarro, 50-A. It is a commercial space bringing together a variety of shops and services, including retail outlets, medical services and other businesses.
LOCATION OF LA OLA SHOPPING CENTRE (Google Maps)
La Ola Shopping Centre, C. de Fernández Navarro, 50-A, 38005 Santa Cruz de Tenerife
How to get to La Ola Shopping Centre by car?
La Ola Shopping Centre is located in the Avenida Tres de Mayo area of Santa Cruz de Tenerife, one of the main access routes into the city.
From the north of Tenerife, you can reach Santa Cruz via the TF-5 and continue towards the Tres de Mayo area.
From the south of Tenerife, you can access Santa Cruz via the TF-1 towards Santa Cruz and continue towards the Tres de Mayo area.
By public transport
La Ola Shopping Centre is located in an area of Santa Cruz de Tenerife with various public transport options. The Avenida Tres de Mayo area has TITSA connections and is close to the Santa Cruz de Tenerife Interchange.
Useful information about La Ola Shopping Centre
Information and location of La Ola Shopping Centre
Christmas themes in PDF
