Developed by the Born agency, the campaign “It’s a mall. It’s your home” aims to draw a parallel between the coziness of home and the experience at Nova Arcada. The goal is to position the Braga shopping center as “a space where comfort and convenience are always present, just like at home.”

“In the manifesto of the new campaign ‘It’s a mall. It’s your home,’ we want to convey a sense of well-being and closeness. We open the doors to comfort at every step, to socializing, and to shared experiences. We celebrate smiles during shopping, family leisure moments, and relaxation in an environment where everyone feels at home,” says Filipa Lopes, director of Nova Arcada, as quoted in a press release. 

“With this campaign, we reinforce our commitment to creating a space that is not just a shopping center but a place of experiences, connection, and comfort for the community, where every visit becomes a special and welcoming moment,” she adds. 

The campaign, featured on radio, billboards, and digital platforms, was media-planned by Arena Media. According to the press note, it “lightly reinforces, with a touch of humor, this unique aspect by challenging visitors to find the same sense of belonging they feel at home.”

“In addition to meeting daily needs and offering a wide range of shopping and services, the center is a destination to enjoy leisure time with various entertainment activities – sports, cultural, musical, and gastronomic – providing moments of socialization, learning, and fun,” the statement further emphasizes.