The Mall of Cyprus assigned us to manage and prepare a digital campaign for Valentine’s Day 2022 with the aim to focus on creating awareness that the Mall Gift Card is another great option for gifting during Valentine’s Day. The aim was also to educate the audience of the customer journey to the mall in order to purchase a Mall Gift card.
As this campaign was launched during Valentine’s Day we had to create a fun, engaging, and playful concept!
→ Increase awareness of the Mall Of Cyprus Gift Card.
→ Create awareness of the process of getting a Gift Card through the information desk at the mall.
→ Motivate users to visit the Mall of Cyprus during Valentine’s Day period.
Our goal was to create buzz before we launched the game so we released one pre-hype post on the Mall of Cyprus Facebook & Instagram pages teasing that a competition is coming. After 4 days we published one static post informing the audience that we are live with the competition game! The game was launched on our Instagram stories and every 24-hours we uploaded them organically so the users could find it at any given time.🧐
In the meantime, we partnered with key influencers so we can get the maximum exposure for our Valentine’s campaign.
We collaborated with Kalia Eleftheriou, Charis Papatheocharous & Liana Michael. We asked them to create a lifestyle static post informing their followers about our competition. A few days later they released a series of stories where they were playing the game and explaining the process of our Love Machine Game!
→ Through this partnership, we educated users and motivated them to take part in our competition in a more playful, fun & interactive way 🥳
We based our approach on the insight that given we’re still in the aftermath of the pandemic, consumers are looking to ‘share the love’ not just with their immediate partners but also with family and friends to really show that they care, especially on Valentines Day.
The Mall of Cyprus also had a tagline for its ATL campaign already which was called ‘Share the Love’. We therefore based our creative and copy to this tagline by expressing that it's time to Share the Love with everyone.
The whole idea was based on the utilization of Instagram stories knowing that our target group were active users on Instagram and we were guaranteed increased engagement.
How?
We created an IG stories animation ‘game’ where the Mall of Cyprus Gift Card and various heart emojis were moving fast on-screen like a slot machine. We even named it ‘The Love Machine Game!’ 😍
STEP 1
Players were instructed to tap the screen at any given time to pause the animation in order to see their triple logo combination of the mall gift card - The aim was to get a 3 gift card logo combination on the slot machine.
STEP 2
While the IG story was paused, users could screenshot the winning combination.
STEP 3
With their screenshot in hand, they were asked to visit one of the info desks at the Mall of Cyprus in order to show their screenshot and take part in the competition to win a 150 euro Gift Card to share with their Valentine - whoever that might be!
Numbers don't lie...
Campaign Total Reach: 870K
Influencers Content Total Reach: 673,853
Total of participations: 166
