Business Issue
Opened in October 2005, City Mall is one of the newest malls in Bucharest. Located 5 minutes from Unirii Square, City Mall represents the only shopping center to cover the entire south area of the city, with more than 700,000 inhabitants.
Widely considered by architects the most elegant and spectacular mall in Bucharest, City Mall takes pride in its total space of 38,000 sqm, out of which 1,000 sqm are public terraces. Through its 110 designer stores, City Mall hosts a variety of well-known international brands such as Timberland, Nautica, Benvenutti, Killtec, Stone Creek, Kenvelo, Lotto, Triumph and many others.
Shortly after its opening, City Mall was faced with the challenge of developing a spectacular Christmas campaign, to help both position the brand as a different and unique shopping option for all Bucharest inhabitants and attract a large number of Christmas shoppers.
Brand Academy Response
Brand Academy approached the challenge by developing a unique creative campaign, focused on Santa's trip around the world aimed at bringing presents to all children.
The "Santa City" campaign started by turning the entire mall into Santa's village, with the elves' toy factory, Misses Santa's kitchen where she prepares sweets, Santa's post office where he receives all letters from around the world and Santa's own corner where he talks to children.
During the campaign, a series of events was developed for every target segment, such as children, young adults, families, structured into week days/ weekend events. At the same time, we developed a comprehensive website for the campaign, mainly focused on relationship marketing objectives.
Following the campaign's concept, on December 22nd, a lucky family won a trip to Santa's real village, Rovaniemi, Finland.
Business Result
By the end of the campaign City Mall received approx. 1,000,000 visitors and over 400,000 entries for the tombola, thus being able to build an impressive customer database. The sales level reached unprecedented heights and City Mall positioned its brand as a top-of-mind option for sophisticated shoppers in Bucharest.
