São Paulo – As part of its strategy to advertise the opening of its first store in Abu Dhabi, United Arab Emirates, Brazilian footwear brand Piccadilly launched on Wednesday (5) a computer-generated campaign created by Biobox using some of the city’s landmarks.
According to the company, a series of images from a Piccadilly’s giant gift box will be shown on places selected by the campaign, including the Etihad Towers and the Reem Mall, where the new store will be located. This social media campaign simulates the objects in these addresses. To make it look real, the scene composition is created via computer programs in a concept dubbed by marketers as “fake out of home advertising”, which consists of using real footage and inserting a digital element into them. It’s used by advertisers to display what the product does and how it works, insteadof just saying it.
“We’re taking a huge PICCADILLY gift box to a tourist spot, representing the arrival of the brand to the region. Although not physical, this intervention brings entertainment to the passersby, playfully changing the perception they have of their city. In this context, it aligns perfectly with the spirit of Abu Dhabi, a city immersed in trends and innovation,” Piccadilly export manager Bruna Kremer was quoted as saying in a statement.
Piccadilly’s expansion
The company plans to have opened seven branch stores abroad by this year’s end. Another one in Abu Dhabi, as well as stores in Manila and General Santos, the Philippines; Monterrey, Mexico; Bogotá, Colombia; and cities in Peru and Ecuador. The company has operated in Kuwait for 15 years in partnership with a local businessman.
Read more:
Abu Dhabi to have 2 Piccadilly stores this year
Translated by Guilherme Miranda
