AFI Palace Cotroceni shopping center launched its indoor adventure park in Romania called AFI Adventurer through a special campaign signed by Golin and MullenLowe agencies.

Guest journalists and bloggers were witnessed first-hand a fashion show on a zip line, at the launch event.

Sorin Scintei, general director of the commercial center, was the first one to test the zip line, followed by the models that “went of the catwalk” at over 20 meters high, in autumn-winter collection outfits of the fashion brands Stefanel and Tezyo.

The AFI Adventurer alpinists covered live segments of the tracks form the indoor adventure park and passed through the biggest spider web in Romania, created from almost 1 kilometer of rope.

„Through the launch of AFI Adventurer we wanted to offer the visitors something new in the entertainment area, something without precedent in Romania,” said Georgiana Oltenescu, corporate marketing manager at AFI Europe Romania.

The adventure was the key word of the campaign that started through a teasing component in social media, under the hashtag #suntaventurier (#iamadventurer) that had developed week before the park’s launch. The bloggers were invited to change their Facebook cover page and profile picture through images that express the idea of adventure.

The launch project was included in an image campaign created by MullenLowe.

„Even since the first year on the market, AFI Palace Cotroceni changed the game. From the way the mall looked to the mix of shops and events it had organized. AFI succeeds in still remaining relevant because it’s always connected to its visitors and tries to answer their desires, no matter how “complicated” may seem at a first glance,” also added Alina Balan, client service director at MullenLowe.

The visual concept is addressed to the families with children, announcing the opening of an easy and fun adventure park as a pleasant way of spending quality time alongside the loved ones. The communication of the project is done through various channels including online, OOH, transit, POSMs (posters, flyers, table mats, floor stickers, city lights, window stickers).

The AFI Palace Cotroceni team that worked on this project included Georgiana Oltenescu corporate marketing manager, Raluca Harabagiu, marketing specialist and Andreea Rafila marketing executive.

The Golin team comprised Anca Scarlat, senior manager, Florentina Grosu, media associate, Catalina Soare, digital manager and Bianca Stoica, digital associate, while MullenLowe was represented by Alina Balan, client service director, Adriana Tudoran, account director and Bianca Iancu, senior account executive.

Romanita Oprea