7 Mall Activations of 2013 that earned our respect
Gone are the days when malls as media vehicles were a missed opportunity. Brands today have realized the importance of direct marketing and how important it is to grab the attention of your customers at a place where their main purpose is purchase. What better opportunity could a brand get to showcase itself and get undivided attention of its target audience? But there’s a catch, and that’s where experiential steps in. The experience you deliver has a direct impact on the response your product receives by consumers. On secondary research, EE presents to you a list of top 7 mall activations that blew our minds.
Cadbury Bid for Silk
How far can you go for the biggest ever cube of Silk? Asks Cadbury Silk, the recently renovated and much smoother, softer and silkier avatar than the earlier one. A sub brand of Cadbury Dairy Milk from the house of Cadbury India, a part of Mondelēz International, Silk had challenged the Silkaholics to bid for giant cubes of Silk weighing 14 kilograms each at a mall in Mumbai. The activation was part of its re-launch initiatives to differentiate the all-new softer, smoother and silkier Cadbury Dairy Milk Silk and was conducted by Candid Marketing. Thousands of tweets and posts poured in, and the wittiest one was awarded. Lucky ones got to take the 14kg of Cadbury Silk cube home. The campaign managed to reach 3.27 lakhs unique twitter accounts. It trended No. 1 in India over the weekend and also reached worldwide No. 1 for a while.
Samsung Note Mall Activation
Executed by Fountainhead, Samsung Galaxy Note Studio Zones of size 16' x 16' were created in the malls and Emcee driven interactions were planned to attract an audience to the zone. Promoters explained the benefits of the product to the patrons. The promoters also ensured that product demos continued throughout the day. The Emcee engaged the crowd through various games using the product and rewarded the participants with on the spot photos, branded photo jackets, pen drives, memory cards and t-shirts with their caricatures printed on them.
Executed by Candid Marketing, the objective was to create awareness about the brand by supporting the launch of the new stores opened in Palladium Mall and Phoenix Market City in Mumbai. The Superdry Morgan 3, a vintage car displayed at the Palladium, generated a lot of buzz. Visitors were enlightened as to how design elements synonymous with the Superdry brand have been incorporated into the design of this iconic car. This included well-assembled quality materials and a modern take on traditional styling.
As part of a lucky draw contest, winners stood a chance to be driven around in the Superdry Morgan. Post the activity, visitors were directed to the Superdry store to explore the wide range of fashion and lifestyle products.
Oral B mall activation
The mall activation for Oral-B Smile India Movement 3 took place on Feb. 16 and 17 at Oberoi Mall, Mumbai and was executed by Encompass. SIM was launched in 2010 with a mission to educate consumers about the importance of proper health care regime. Continuing this mission, Oral-B came up with a two day mall activation that focused on departing the right health education and engaging consumers through interesting activities.
To announce the launch of Oreo Choco Creme, Candid Marketing took the product to malls. The activation took off on November 3 and was on till November 11 at select malls in Mumbai, Delhi, Bangalore, and Chennai. The objective of the activity was to create awareness for the new variant by getting consumers to sample the new Oreo Choco Crème sandwich biscuits by engaging them in the popular Oreo ‘Twist, Lick and Dunk’ game.
At the set-up, parents and kids were invited to play games on a big LED screen with the help of Wii remote. Also, the recent Oreo TVC was being played at regular intervals. To get the TG to the set-up, games such as ‘Fish the Oreo’ were played, wherein a small pond was created and filled with magnetic Oreos. Participants were handed a fishing rod with a metal hook and were asked to catch as many magnetic Oreos as possible within a span of 30 seconds. Based on the scores achieved, visitors were gratified with Oreo Chocó Crème packets and gift hampers.
Dark Fantasy – AR based mall activation
The objective was to create a magical product experience that is worth every bite. ITC foods Dark Fantasy is a chocolate filled cookie. BC Web Wise designed an Augmented Reality based game where AR markers turned into cookies on screen, and players had to grab dropping chocolate into the cookies. The activation was a huge success where participants had fun playing, and viewers had even more fun watching!
Conceptualized by Ogilvy and Mather, Fevicol created a mall activity that had participants and attendees laughing over the amusing and captivating stunt. Fevicol’s farcical stunt at one of the busiest malls in the suburbs of Mumbai took audiences by surprise. A huge display kiosk was set up right in the centre of the mall with signboards all around proclaiming that the items on display are for free. These items ranged from a bowl to a plate or a clock.
Going by human nature that anything free is a great attraction, mall visitors tried picking the items. But the audience realised that they were unable to lift any of those items! What caught their attention instead was that the huge “Free” signboard had turned into the brand logo with the tagline ‘Fevicol ka jod hai’. The audiences could not help but smile for they got tricked by the brand’s mall activation programme. Not only did it manage to break the clutter but the amusing activity was well received.
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