Shopping Malin: turning an urban obstacle into a commercial lever
Amid a major urban transformation, Charleroi city center was experiencing the side effects of numerous construction sites: difficult access, limited parking, and a decline in attractiveness for local shops. The Autonomous Municipal Authority of Charleroi wanted to act quickly by offering a concrete and clear solution to reconcile the shopping experience with parking realities.
Rather than simply informing people about free parking, Arpeggio created a comprehensive and engaging concept: Shopping Malin. More than just a name, it is a promise: to make consumers’ lives easier while supporting downtown merchants. The concept was translated into a clear, accessible, and dynamic visual campaign, designed to create a reflex and highlight the good deal.
One of the most powerful levers of this campaign was a bold on-the-ground activation: every Saturday, the parking meters in the targeted streets were fitted with a cardboard cover, visually explicit, signaling the free parking. A simple yet highly visible gesture that attracted attention, surprised, and transformed urban furniture into a local communication medium.
A mini-site was created to centralize all useful information: affected zones, opening hours, benefits, interactive map… This digital channel strengthened the clarity of the initiative and served as an entry point to the entire campaign. Its intuitive and responsive structure made it an effective tool for information and engagement.
Flyers, totems, posters, and parking meter wraps: all materials were designed to make the message impossible to ignore. By combining on-the-ground presence with visual clarity, the campaign created a coherent repetition effect throughout the Charleroi urban landscape.
Originally conceived for the winter sales, the campaign was so well received that the initiative was extended year-round. Thousands of parking spots were used every Saturday by visitors delighted by the initiative. The action helped improve traffic flow, strengthen the city center’s appeal, and stimulate local consumption — proof that a well-executed concept can turn an obstacle into an opportunity.
