Bahrain City Centre
An Apple A Day! Campaign / End of year promotion 2010
Our research gave the insight that a huge percentage of Bahrain’s population is tapped into social media.
We capitalized on this fact by creating a ‘shop and win’ promotion targeted at the tech savvy generation. To play on the Apple theme, a 6-metre high mannequin was created with thousands of apples attached to mannequin’s dress. Customers could win one of 27 iPads and a grand prize of a package of Apple products.To urge the customers to spend more the campaign promised to donate 1500 apple computers to an orphanage.
The impact of the campaign lived on when we decided to recycle the dress of the giant mannequin and let fashion students create designs to be showcased in the mall.
An Apple A Day! was shortlist Middle East & North Africa Shopping Centre Awards 2011 (ICSC Awards), Category: Sales Promotion & Events
An Apple A Day! Campaign / End of year promotion 2010
Our research gave the insight that a huge percentage of Bahrain’s population is tapped into social media.
We capitalized on this fact by creating a ‘shop and win’ promotion targeted at the tech savvy generation. To play on the Apple theme, a 6-metre high mannequin was created with thousands of apples attached to mannequin’s dress. Customers could win one of 27 iPads and a grand prize of a package of Apple products.To urge the customers to spend more the campaign promised to donate 1500 apple computers to an orphanage.
The impact of the campaign lived on when we decided to recycle the dress of the giant mannequin and let fashion students create designs to be showcased in the mall.
An Apple A Day! was shortlist Middle East & North Africa Shopping Centre Awards 2011 (ICSC Awards), Category: Sales Promotion & Events
Press Ad
Playing on the 'Apple Theme', we created a fun visual for our shoppers by adding a unique element to our shop & win campaign to set ourselves apart from our competitors.
with 300 square meters of fabric and thousands of apples, our Giant Mannequin came to life.
The centre became an explosion of apples, enticing customers to make a purchase and have a chance to answer the question they continually saw displayed throughout the centre…'How many apples on her dress?'
Our consistent in mall branding sen throughout the centre, contributed to incremental sales of 59% above our projected target and a 20% increase in centre sales.
A Giant Apple held our grand prize of an apple package, while the raffle drums were themed accordingly...
A Giant iPad and A Giant Apple.
A Giant iPad and A Giant Apple.
Continuous crowds were seen at our customer service desk redeeming their purchase receipts and filling out coupons, excited in the hope of being the lucky winner of an apple iPad and the chance to guess ‘How many apples on her dress’ to win the Grand Apple prize package.
To target our key saudi consumers and entice them to shop at Bahrain City Centre, dicut Apple Brochures were handed out at the Saudi Arabian border crossing into Bahrain.
Working with one of our anchors, Carrefour, we distributed fresh apples daily for shoppers to take the 'theme' home with them.
We made good use of thousands of apples nearing the end of our 4 week sales promotion, with a juggler entertaining customers and tossing out apples as well as enthusiastic city walkers fitness club members receiving apples after a strenuous workout in the centre.
To continue to strengthen our ties with the community, 1500 apples were donated to the royal charity organization’s orphanage.
Our Apple Mannequin truly became the buzz of Bahrain, generating 41 articles in positive publicity valued at USD139,581 and A179% increase over our projected target. this included a full colour double page spread in the local daily english newspaper, telling readers the complete story of our unique sales promotion.
As one reporter stated; “Bahrain City Centre took the market by storm” and the media were excited to announce to Bahrain who the 28 lucky winers were!
To wrap up our 4 week sales promotion in a unique way, we invited fashion students from the royal university for women, to recycle the Giant mannequin’s dress. 300 square meters of fabric was recreated into fashionable dress designs.
Fashion students were excited to showcase their talents to the public and the media, as their unique dress designs went on display in the shopping centre.
An ideal fit for our fashion image and a perfect way to bring our apple sales promotion to a close, as bahrain city centre proudly supported bahrain’s aspiring fashion designers.
