IMIS News | Iulius Company

Best Growth:

Fashion: Donna Carina, dm drogerie markt
Sport: 4F
Beauty: Donna Carina, dm drogerie markt
Food: Yumm, Sushivo, Mesopotamia

Best Opening: Gioelia

Iulius Mall 25th Anniversary Campaign

April 27 – December 31, online / Iulius Mall
Impact: Over 100,000 views on YouTube
Target Audience: regional public
Iulius Mall Iași is celebrating 25 years since its opening, and the anniversary "party" will last all year long, with our special guests: the customers. Throughout the campaign, various activations will take place, offering gifts to mall visitors. In April, the anniversary video was launched, taking viewers on an emotional journey through time. The campaign blends humor, emotion, and a strong sense of place, reminding audiences that although fashion and technology have evolved, the joy of shared experiences and the mall’s role in the life of the city remain timeless.

Campus Stories

May 22, “Tudor Vladimirescu” Campus
Impact: 150 participants
Target Audience: Students, high schoolers
We joined the celebration of “Tudor Vladimirescu” Campus Days, where we set up a fun photobooth dedicated to our student “neighbors.” All visitors were rewarded with food court vouchers, tote bags from the Iulius 25th anniversary collection, and enjoyed funny moments with their friends.

Iulius High Ballers

April 30 – May 23, Iulius Mall main parking lot
Impact: Over 1,000 participants
Target Audience: High school and middle school students
In an atmosphere charged with competition, enthusiastic supporters, music, and surprise moments, young basketball players from Iași took on the Iulius High Ballers challenge — the annual 3X3 basketball championship. The event brings together teams from all high schools in Iași and is organized by Iulius Mall Iași, the Iași Regional Branch of the Romanian Basketball Federation, Stomart Basketball Club, and the Iași County School Inspectorate.

Escaped to the Mall

April – December, online
Impact: 40% increase in YouTube followers
Target Audience: Gen Z, YouTube community
A fresh concept, a cool new host, plenty of challenges, and 100% mall vibes. "Escaped to the Mall" is a newly launched video vlog, where our charismatic student host, Robert, dares the boldest to take on his game.
In each episode, two contestants face fun challenges, and the one who completes them in the shortest time wins the grand prize: 5 gift vouchers. New episodes are posted every two weeks.

Easter Campaign – “What is Easter really about?”

April 11 – 19, mall
Impact: 900 customers rewarded
Target Audience: Regional customers
Customers who shopped for at least 350 lei during the Easter period and presented their receipts at the Prize Center were instantly rewarded.

Creative Workshops for Kids

March 16, 23, 30 and April 12
Impact: 50 children participating in each workshop
Target Audience: Families with children
Art can take many forms, and during the creative workshops, children made Easter baskets and let their imagination run wild by personalizing tote bags.

Online Series: Gloss & Gossip

March – December, online
Impact: 40% increase in YouTube followers
Target Audience: Generation Z
The vlog “Gloss and Gossip” is a video format launched this year on the Iulius Mall Iași YouTube channel. The concept highlights beauty and makeup trends, featuring affordable alternatives from stores in Iulius Mall, tested directly by content creators close to the Generation Z audience.

Campaign: “Food Court Benefits for Students”

February 28 – December 31, food court
Target Audience: Students and high schoolers from Iași
As a project at the heart of Romania’s largest student campus, Iulius Mall Iași regularly runs campaigns dedicated to both students and high schoolers. This year, young people are invited to the food court to enjoy personalized offers designed just for them.

StemSPIRE

February 23, in-mall
Impact: 300 visitors
Target Audience: Youth and adults
The robotics teams Cyliis, Peppers, and Avocado from “Grigore Moisil” Theoretical High School in Iași, along with CRV-R from “Varlaam Mitropolitul” High School and Miro-obot from “Miron Costin” Theoretical High School in Pașcani, showcased the robots with which they achieved outstanding results in their competitions.

Summer Sale

July – August
Target Audience: General public, Gen Z
The summer discounts are in full swing! It’s time to refresh your wardrobe and take advantage of the coolest deals of the season! Whether you’re looking for light clothing for your vacation, perfect beach accessories, or summer items at great prices, now is the perfect moment.

Campaign: “Neighbor with Iulius”

July 1 – August 31
Target Audience: Residents of neighborhoods near Iulius Mall
A loyalty campaign dedicated to residents living near Iulius Mall Iași. Neighbors are invited to pick up their “neighbor ID” at the Info Center, which contains discounts offered by participating stores.

Openings: Pub by Teo’s, Express Credit Amanet, modernizare Cinema City

Cinema City in Iulius Mall Iași Reinvents Itself: Renovated Theaters, Hi-Tech VIP Seats, and a Redesigned Lobby

The very first Cinema City theater in Romania is undergoing a complete transformation: full renovation of its five screening rooms, with a total capacity of 695 seats, as well as upgrades to the lobby, snack bar, and ticketing areas.
The renovation work is being carried out in phases, without interrupting movie screenings.
The full transformation is expected to be completed by autumn.

What’s New?

Ultra-modern COMFORT seats in every screening room
Two rows of hi-tech VIP seats in each screening room, fully computerized, featuring adjustable backrests, footrests, and extra space between rows
A new design for the lobby, snack bar, and ticketing areas

Want to become a partner in a marketing event? Contact us!

A project by IULIUS and Atterbury Europe.

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