ICSC Solal Marketing Awards
- ICSC Solal Marketing Awards Category: Brand Awareness & RE-Positioning
CANDY RUSH EASTER Campaign 2016
Contents
- ICSC Solal Marketing Awards -
About the Paviion
04
Objectives & Strategy
05
Mechanics of Pav Candy Rush
06
Budget
08
Results 09
THE PAVILION SHOPPING CENTRE DURBAN | SOUTH AFRICA | AWARD CATEGORY | BRAND AWARENESS AND RE-POSITIONING
2
3
ABOUT The Pavilion
The Centre is advantageously located just 5 minutes from Durban, 15 minutes from the Harbour Entry Port, and 20 minutes from King Shaka International Airport. The Pavilion offers an enticing range of activities to suit even the most discerning of shoppers. Choose to shop at 250 of the foremost national and international retail outlets around, or choose to indulge your craving for sumptuous cuisine at one of 40 restaurants. The exceptional jewellery outlets make shopping for gifts a pleasure, while the 12 Nu Metro cinemas, Fun Company arcade, newly positioned Food Court, brand new Virgin Active gym, and KZN’s first 4DX cinema will keep you enthralled for hours.
The Pavilion’s distinctive domes have become familiar glittering beacons, dominating the surrounding urban landscape and welcoming shoppers from throughout the area. Influenced by European architectural styles, these idiosyncratic features have become a recognisable landmark. Set high atop the rolling hills, the Centre is ideally situated as the welcoming entry portal to Durban. It is well positioned on the N3 National Highway and
Welcome to the home of family fun, fabulous fashion and fine food.
increase foot count
create a trending event
during the easter period for the easter campaign
that would require a call to action from shoppers
interact with over 6000 shoppers
promoters to approach shoppers
for the duration of the campaign
to engage in the activation
encourage spend
minumum spend of R250 required
during the easter period
in order to participate in activation
THE BIG IDEA A sweet solution was created. There is one game that has taken the world by storm, engaging all age groups, young and old. With nearly 132 million people playing the game every month, it is one of the most popular gaming applications available on mobile. It has a prolific presence around the globe, played on all seven continents, including Antarctica. It is as addictive and as much of a delight as the confectionary that its themed on - the game is Candy Crush. A game known and loved by many across the world.
The idea was to create an activation that would appeal to all shoppers, young and old. To add an element of entertainment, to bridge the gap of limited entertainment offered elsewhere, and to highlight the existing offering of the Centre. The Centre had to create a campaign that would be interactive, engaging and relatable to the shoppers. The team was faced with a challenge of attracting shoppers to the main activation area, where the main escalators leading to the activation were undergoing
objective 3
a revamp. This posed a challenge to redirect shoppers to the activation area.
Thus inspired the activation that came to life:
The Pavilion Candy Rush!
4
5
strategy 3
The Easter holidays are considered to be a time that is shared with loved ones and families. It is a time where families are taking time off as this holiday often co-incides with the school holidays. This period sees an increased amount of families visiting the Shopping Centre, resulting in shoppers exploring various options for entertainment.
The concept was designed to meet both campaign specific and annual marketing strategy objectives. Below are the detailed campaign objectives set out for The Pavilion Candy Rush:
strategy 2
Entry Introduction
& StrategY strategy 1
Launched in October 1993, the Centre is one of the premier and most established shopping malls in the province. It is well entrenched within the Durban region and is firmly embedded as one of the Top 5 Super Regional Shopping Centres across the Retail platform in Southern Africa.
Objectives objective 1
main public corridor, leading from Gauteng into KZN and the N2 Interchange.
The Pavilion is an iconic Super Regional Shopping Centre that is located along the warm shoreline of sunny Durban, set within the diverse cultural landscape of KwaZulu-Natal.
objective 2
Shopping Centre
STEP THREE: EXAMPLE If the customer selected the cookie card from the deck, they would need to create as many rows of three of the cookie card pieces on the board, using only three moves. This process is similar to the popular game of Candy Crush. Customers then had three opportunities to exchange pieces on the board to make as many rows of cookies as possible. Once the participating customers had matched a row, the row was removed from the board. The pieces that were above the removed rows dropped down a row, creating vacant spaces that were filled with pieces not in play.
3
Mechanics of
The Pavilion Candy Rush To participate in The Pav Candy Rush game, the shopper would need to present one or more till slips from any store in The Pavilion, to the value of R 250 or more. The purchase must have been made during the abovementioned Easter period.
many combinations of three in a row of the shape on the card, using only three moves. The more rows the customer made, the better the prize won. Consumers were limited to playing The PavCandy Rush game once a day. All details were recorded in order to regulate. Below is an illustrated example of the mechanics of The Pav Candy Rush Game.
Shoppers in the activation area were presented with a deck of cards by the promoters and asked to select a shape. The purpose of the game was to make as
1. Row of three created
2. The promoter removes pieces from the board
3. Pieces that were above are moved down by the promoter
4. New pieces were added
STEP FOUR Once the customer had completed their three moves, they would then complete their details on the register
THE STEP BY STEP PROCESS STEP TWO:
STEP ONE:
They chose a card from the deck. The card that was selected represented the candy piece the customer needed to match on the board.=
Consumers present proof of purchase for R 250 or more
1
2
The customer would then receive a prize in accordance with the number of rows they managed to complete: 0 ROWS: No prize 1 ROW: A verbal clue to the number of eggs that were in the jar 2 ROWS: A marshmallow Easter egg 3 ROWS: A jar filled with speckled eggs
4
STEP FIVE Once customers had completed The Pav Candy Rush game, they had an opportunity to complete an entry form and guess how many eggs were in the giant jar. Customers could stand a chance to win a trolley dash worth R 20 000!
6
7
5
budget
results Rand Value Euro Conversion
CREATIVE DESIGN PRINT AND INSTALL OF INFO DECALS PRINT/REFACE ONSITE BILLBOARD HANGING MOBILES THROUGHOUT THE CENTRE DESIGN, FABRICATE AND DELIVER PERSPEX JAR ACTIVATION AND PROMOTERS FOR CANDY RUSH ADDED VALUE TRADE EXCHANGE AGREEMENT INDEPENDENT NEWSPAPERS ADVERTISING IN LOCAL NEWSPAPER PUBLICATION - TABLOID MEDIA DIGITAL CAMPAIGN FOR EASTER CAMPAIGN REMOVAL AND REFLIGHT OF IN-CENTRE STATIC ICONS IN MALL ICONS PRODUCTION AND INSTALLATION STREET POLE PRODUCTION HARRY GWALA ROAD (MAIN ROAD INTO PAVILION) INDEPENDENT NEWSPAPERS TRADE EXCHANGE 2016 TROLLEY DASH PRIZE GIFT CARDS DIGITAL CAMPAIGN GIFT CARD PRIZES (5 X R1000) TRADE EXCHANGE INDEPENDENT NEWSPAPER GIFT CARD TOTAL FOR EASTER CAMPAIGN
R 40 002,75 R 2 057,00 R 8 000,00 R 30 510,00 R 30 890,00 R 209 932,50 R 10 000,00 R 15 000,00 R 39 850,88 R 2 875,00 R 10 109,10 R 1 095,00 R 10 000,00 R 20 000,00 R 5 000,00 R 5 000,00 R 440 322,23
€ 2 907,18 € 149,49 € 581,39 € 2 217,30 € 2 244,91 € 15 256,72 € 726,74 € 1 090,11 € 2 896,14 € 208,94 € 734,67 € 79,58 € 726,74 € 1 453,49 € 363,37 € 363,64 € 32 000,41
The campaign took place from 21 March to 3 April 2016. A total of 6 850 customers were approached for the duration of the activation.
The customers who participated in The Pav Candy Rush Game had a combined spend of € 29 898.40 (R 411 402.02).
FOOT COU NT INCREASE OF
a total of
0 5 8 6 s were customer d approache
n of o i t a r u d e for th tion a v i t c a e h t
a combined spend of
€ 29 898.40 / R411 402.02
from participating customers for the duration of the activation
8
9
5.1%
*
for the d uration of the acti vation *Easter 2016: 25 – 28 March 2016. We received a foot count of 240 000 during the Easter weekend Easter 2015: 3 – 6 April 2015. We received a foot count of 228 288 during the Easter weekend
Thank You
CANDY RUSH EASTER Campaign 2016
Contents
- ICSC Solal Marketing Awards -
About the Paviion
04
Objectives & Strategy
05
Mechanics of Pav Candy Rush
06
Budget
08
Results 09
THE PAVILION SHOPPING CENTRE DURBAN | SOUTH AFRICA | AWARD CATEGORY | BRAND AWARENESS AND RE-POSITIONING
2
3
ABOUT The Pavilion
The Centre is advantageously located just 5 minutes from Durban, 15 minutes from the Harbour Entry Port, and 20 minutes from King Shaka International Airport. The Pavilion offers an enticing range of activities to suit even the most discerning of shoppers. Choose to shop at 250 of the foremost national and international retail outlets around, or choose to indulge your craving for sumptuous cuisine at one of 40 restaurants. The exceptional jewellery outlets make shopping for gifts a pleasure, while the 12 Nu Metro cinemas, Fun Company arcade, newly positioned Food Court, brand new Virgin Active gym, and KZN’s first 4DX cinema will keep you enthralled for hours.
The Pavilion’s distinctive domes have become familiar glittering beacons, dominating the surrounding urban landscape and welcoming shoppers from throughout the area. Influenced by European architectural styles, these idiosyncratic features have become a recognisable landmark. Set high atop the rolling hills, the Centre is ideally situated as the welcoming entry portal to Durban. It is well positioned on the N3 National Highway and
Welcome to the home of family fun, fabulous fashion and fine food.
increase foot count
create a trending event
during the easter period for the easter campaign
that would require a call to action from shoppers
interact with over 6000 shoppers
promoters to approach shoppers
for the duration of the campaign
to engage in the activation
encourage spend
minumum spend of R250 required
during the easter period
in order to participate in activation
THE BIG IDEA A sweet solution was created. There is one game that has taken the world by storm, engaging all age groups, young and old. With nearly 132 million people playing the game every month, it is one of the most popular gaming applications available on mobile. It has a prolific presence around the globe, played on all seven continents, including Antarctica. It is as addictive and as much of a delight as the confectionary that its themed on - the game is Candy Crush. A game known and loved by many across the world.
The idea was to create an activation that would appeal to all shoppers, young and old. To add an element of entertainment, to bridge the gap of limited entertainment offered elsewhere, and to highlight the existing offering of the Centre. The Centre had to create a campaign that would be interactive, engaging and relatable to the shoppers. The team was faced with a challenge of attracting shoppers to the main activation area, where the main escalators leading to the activation were undergoing
objective 3
a revamp. This posed a challenge to redirect shoppers to the activation area.
Thus inspired the activation that came to life:
The Pavilion Candy Rush!
4
5
strategy 3
The Easter holidays are considered to be a time that is shared with loved ones and families. It is a time where families are taking time off as this holiday often co-incides with the school holidays. This period sees an increased amount of families visiting the Shopping Centre, resulting in shoppers exploring various options for entertainment.
The concept was designed to meet both campaign specific and annual marketing strategy objectives. Below are the detailed campaign objectives set out for The Pavilion Candy Rush:
strategy 2
Entry Introduction
& StrategY strategy 1
Launched in October 1993, the Centre is one of the premier and most established shopping malls in the province. It is well entrenched within the Durban region and is firmly embedded as one of the Top 5 Super Regional Shopping Centres across the Retail platform in Southern Africa.
Objectives objective 1
main public corridor, leading from Gauteng into KZN and the N2 Interchange.
The Pavilion is an iconic Super Regional Shopping Centre that is located along the warm shoreline of sunny Durban, set within the diverse cultural landscape of KwaZulu-Natal.
objective 2
Shopping Centre
STEP THREE: EXAMPLE If the customer selected the cookie card from the deck, they would need to create as many rows of three of the cookie card pieces on the board, using only three moves. This process is similar to the popular game of Candy Crush. Customers then had three opportunities to exchange pieces on the board to make as many rows of cookies as possible. Once the participating customers had matched a row, the row was removed from the board. The pieces that were above the removed rows dropped down a row, creating vacant spaces that were filled with pieces not in play.
3
Mechanics of
The Pavilion Candy Rush To participate in The Pav Candy Rush game, the shopper would need to present one or more till slips from any store in The Pavilion, to the value of R 250 or more. The purchase must have been made during the abovementioned Easter period.
many combinations of three in a row of the shape on the card, using only three moves. The more rows the customer made, the better the prize won. Consumers were limited to playing The PavCandy Rush game once a day. All details were recorded in order to regulate. Below is an illustrated example of the mechanics of The Pav Candy Rush Game.
Shoppers in the activation area were presented with a deck of cards by the promoters and asked to select a shape. The purpose of the game was to make as
1. Row of three created
2. The promoter removes pieces from the board
3. Pieces that were above are moved down by the promoter
4. New pieces were added
STEP FOUR Once the customer had completed their three moves, they would then complete their details on the register
THE STEP BY STEP PROCESS STEP TWO:
STEP ONE:
They chose a card from the deck. The card that was selected represented the candy piece the customer needed to match on the board.=
Consumers present proof of purchase for R 250 or more
1
2
The customer would then receive a prize in accordance with the number of rows they managed to complete: 0 ROWS: No prize 1 ROW: A verbal clue to the number of eggs that were in the jar 2 ROWS: A marshmallow Easter egg 3 ROWS: A jar filled with speckled eggs
4
STEP FIVE Once customers had completed The Pav Candy Rush game, they had an opportunity to complete an entry form and guess how many eggs were in the giant jar. Customers could stand a chance to win a trolley dash worth R 20 000!
6
7
5
budget
results Rand Value Euro Conversion
CREATIVE DESIGN PRINT AND INSTALL OF INFO DECALS PRINT/REFACE ONSITE BILLBOARD HANGING MOBILES THROUGHOUT THE CENTRE DESIGN, FABRICATE AND DELIVER PERSPEX JAR ACTIVATION AND PROMOTERS FOR CANDY RUSH ADDED VALUE TRADE EXCHANGE AGREEMENT INDEPENDENT NEWSPAPERS ADVERTISING IN LOCAL NEWSPAPER PUBLICATION - TABLOID MEDIA DIGITAL CAMPAIGN FOR EASTER CAMPAIGN REMOVAL AND REFLIGHT OF IN-CENTRE STATIC ICONS IN MALL ICONS PRODUCTION AND INSTALLATION STREET POLE PRODUCTION HARRY GWALA ROAD (MAIN ROAD INTO PAVILION) INDEPENDENT NEWSPAPERS TRADE EXCHANGE 2016 TROLLEY DASH PRIZE GIFT CARDS DIGITAL CAMPAIGN GIFT CARD PRIZES (5 X R1000) TRADE EXCHANGE INDEPENDENT NEWSPAPER GIFT CARD TOTAL FOR EASTER CAMPAIGN
R 40 002,75 R 2 057,00 R 8 000,00 R 30 510,00 R 30 890,00 R 209 932,50 R 10 000,00 R 15 000,00 R 39 850,88 R 2 875,00 R 10 109,10 R 1 095,00 R 10 000,00 R 20 000,00 R 5 000,00 R 5 000,00 R 440 322,23
€ 2 907,18 € 149,49 € 581,39 € 2 217,30 € 2 244,91 € 15 256,72 € 726,74 € 1 090,11 € 2 896,14 € 208,94 € 734,67 € 79,58 € 726,74 € 1 453,49 € 363,37 € 363,64 € 32 000,41
The campaign took place from 21 March to 3 April 2016. A total of 6 850 customers were approached for the duration of the activation.
The customers who participated in The Pav Candy Rush Game had a combined spend of € 29 898.40 (R 411 402.02).
FOOT COU NT INCREASE OF
a total of
0 5 8 6 s were customer d approache
n of o i t a r u d e for th tion a v i t c a e h t
a combined spend of
€ 29 898.40 / R411 402.02
from participating customers for the duration of the activation
8
9
5.1%
*
for the d uration of the acti vation *Easter 2016: 25 – 28 March 2016. We received a foot count of 240 000 during the Easter weekend Easter 2015: 3 – 6 April 2015. We received a foot count of 228 288 during the Easter weekend
Thank You
