The FOMO (Fear of Missing Out) is a concept popularized in digital culture that describes the fear of missing out on experiences, events, or plans that others are enjoying. A sensation that La Vaguada has decided to take to its own territory, adapting the term to name its new brand positioning campaign.
This is how FOVO was born (Fear of La Vaguada Out), a play on words with which the Madrid shopping center claims its role as a meeting point for leisure, trends and experiences in the capital. With this proposal, La Vaguada seeks to strengthen its connection with the social life of Madrid and convey the perception that its facilities are a space in which things always happen that deserve to be discovered.
The proposal responds to an evolution of the role of shopping centers, which seek to expand their appeal beyond the store offering through cultural activities, gastronomy, entertainment and shared experiences. In this context, La Vaguada proposes FOVO as a way to communicate its diversity of proposals and to reinforce its status as a meeting point within Madrid.
The campaign has been led by Cutter, together with the creative team of Reserva Coyote and the production company Big Jerry Films.
Filmed entirely in La Vaguada and starring five young people, the spot covers different spaces in the shopping center and presents situations related to fashion, gastronomy and leisure. The proposal combines a colorful aesthetic with visual references to the eighties, the decade in which the shopping center opened its doors, inaugurated in 1983.
The core of the piece is an original song created for the campaign, whose chorus, “That’s not FOMO, that’s FOVO,” introduces and repeats the new term to encourage its memory. The choice of musical format allows the brand to transfer the concept to different media and use the song as a recognizable element in the different communication actions.
“With FOVO we want to take another step in our way of relating to Madrid. La Vaguada has always been much more than a shopping place: it is a space for meetings, news, experiences and shared moments”Lola Fernández, Marketing Director at La Vaguada, explained in a statement. “With this campaign we want to reclaim that role from a current, friendly and fun language, capable of connecting with new generations without losing the essence that has accompanied us for more than four decades”he added.
The initiative thus maintains the connection with the historical positioning of the shopping center, linked to the concept “Living Madrid-style”, but incorporates a language closer to current codes of cultural consumption and entertainment.
The launch of FOVO will have an advertising display in the Community of Madrid that will combine outdoor advertising, radio, digital platforms, social networks, collaborations with influencers and La Vaguada’s own channels.
The initiative is part of the evolution of the shopping center towards an experiential retail model. Opened in 1983, La Vaguada has an area of 85,000 square meters distributed over three floors and receives, according to data provided by the center itself, around 25 million visitors a year.
