The challenge: To capture the public’s attention and stand out from the competition during Valencia’s big festivity
El Saler Shopping Centre
A leading shopping and leisure destination in Valencia, with over 20 years’ commitment to local culture and innovation.
Retail
Marina Civera
Fallera Mayor of Valencia 2019
I’m speechless. I could never have imagined anything like this – it’s massive! It certainly reflects a desire to create something new and different that adds value to the Fallas. I encourage everyone to come along and enjoy this experience.
The solution: An experiential campaign featuring the first Virtual Reality Falla and a 360° environment
Innoarea designed and developed the first-ever virtual Falla, installed in the central square of El Saler Shopping Centre to serve as the focal point of the shopping centre’s festive campaign. Using Oculus GO standalone headsets and detailed 3D digital modelling, we offer visitors the chance to experience an animated monument complete with audio, special effects and an exclusive virtual Cremà, creating a truly unique concept.
To maximise the commercial impact and connect with the local audience, the immersive experience was complemented by participatory social media activities such as the ‘Replegà de Likes’ and traditional exhibition initiatives within the venue. In this way, the solution not only offered a unique visual spectacle without any physical barriers within the centre, but also created a comprehensive leisure itinerary that enhanced the visitor’s experience
- An interactive installation designed to capture footfall in the shopping centre
- Using standalone VR headsets to speed up visitor flow without cables or complications
- A fusion of Valencian cultural heritage with 3D animation and virtual fireworks
- Integration between the physical experience in the central square and participatory competitions on social media
Key findings
The implementation of the Falla in virtual reality transformed CC El Saler’s festive campaign into an unprecedented commercial and media success. The initiative succeeded in attracting thousands of visitors to the shopping centre, drawing in both families and young people interested in technology, and positioning the centre as a pioneer in the adoption of immersive marketing formats.
The extensive media coverage and the buzz generated on social media boosted the brand’s visibility and the engagement of the Fallas community. As well as offering a unique selling point compared to the city’s other leisure options, the project enriched the shopping experience, increasing the amount of time customers spent in the shopping centre.
