Braga Parque 2014
Christmas Activation
Christmas Activation
CONTEXT
Braga Parque positions itself as a shopping centre “Made of Future”! It is a symbol for the city of Braga, and as such it has the duty to embody this city’s spirit, which is young, ambitious, innovative and cutting edge. Braga is a bursting city, vibrant and full of energy. This is the unique spirit and is the guiding principle of all actions at the shopping centre.
CHALLENGE
Therefore, in 2014 Braga Parque wanted to surprise its clients with a brand new
concept for its Christmas activation. It had the aim of giving away many prizes to its clients through a memorable, interactive and fun mechanism. This activation should contribute to the enhancement of the average sale per client in the Christmas season.
It should also promote the early buy of the Christmas presents. This brand activation should also be aligned with the rest of the Christmas spirit, décor and animations of the shopping centre. It had to take place throughout the 10 days before Christmas and through the shopping centre’s opening hours.
SOLUTION
Our take on this challenge startet by thinking of an action that managed the giveaway of prizes in an effective way; that had a positive impact on the consumers and that would tease them to participate; that the engagement format would be easily understood and would allow a flowing hand out of prizes; that it would be an action strong in visual impact capable of sparkling the attention of passers by; and, ultimately, that would live together with the Christmas décor, enhancing the warmth and happiness of the Christmas spirit.
To add to these aims, we got inspired by the traditional Advents’ Calendar and its
surprise effect when one opens each window without knowing what to expect. And
based on this we created the Magical Calendar. This was conceived to be an
interactive, piece, but mantaining at the same time a close and human approach.
Inside each window of the calendar there is a prize that the participants can win, if they correctly reply to the question inside the chosen window. All questions are related to Christmas and to the shopping centre. The prizes consisted of Braga Parque gift cards and Regina Chocolates. To enhance the magic, we created a special message. The Magical Calendar. It is magical, because it contains 3 hidden messages. Its starts with “Christmas is… HOPE”. Throughout the action the windows are being opened and the prizes are handed out, and the message “Christmas is… SHARING” starts appearing.
If we look to the calendar from the side, at an angle of 45º, we magically can read the word “MAGIC”.
The feedback was very positive. There was a total involvement by the shopping
centre’s consumers from day one and the activation gave since its first day more than 5000 prizes.
