Miravia Valentine’s Day Chapel

Miravia needed an activation to boost their PR coverage and social media presence. The goal was to increase leads and brand recognition through UGC and high-traffic activations within a tight budget.

Miravia sought an activation during the first quarter of the year that would result in increased media coverage for the brand among its target audience, Gen Z. They also aimed to generate more leads and enhance brand recognition on social media through User Generated Content and activations in high-traffic areas. All of this was to be accomplished with a very limited budget.

We chose to be present on a very significant date for Miravia’s target audience, Valentine’s Day. While other brands opted for a digital approach, we wanted to create a tangible experience for everyone passing through Príncipe Pío in Madrid. We set up a pop-up wedding chapel outside the shopping center, open all day, so that any couple could get “married” (unofficially) and receive a Miravia wedding certificate.