Search past winners/finalists

Festival Walk - Small-Budget Marketing Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Festival Walk, Hong Kong
Company Division/Group: Mapletree Greater China Property Management Limited
Company Description: Festival Walk, a shopping mall situating at the heart of an extensive transport network in Hong Kong, offers over 200 international brands and boutiques in a relaxed sky-lit space targeting middle to upper affluence group. Since its opening in 1998, Festival Walk has been applauded by local shoppers and tourists alike for being one of Hong Kong’s leading shopping and entertainment destinations.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million / €5 million)

Nomination Title: “Secret Code Gift Surprises” at Festival Walk

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign. TEXT REDACTED FOR PUBLICATION

Facing a threat to footfall and retail sales due to Hong Kong’s declining retail market, Festival Walk – an upscale shopping mall in Hong Kong – scrambled to lure and retain customers.

Against the backdrop of a sluggish retail environment during the post-Christmas season, as well as a decline in Mainland Chinese tourist shoppers, Festival Walk launched an innovative, multi-faceted campaign with 4 main objectives:

• To increase footfall in mall areas under renovation
• To drive customer engagement and sales for tenants
• To encourage repeat visits to Festival Walk
• To increase overall brand awareness of Festival Walk

Strategy

Festival Walk stepped away from traditional sales discounts and into a futuristic game zone, creating innovative, high tech incentives to delight customers – and keep them coming back for more.

Festival Walk went “under construction” on two floors (Level 2 and Level UG), introducing colourful Secret Code installations to drive footfall in mall areas under renovation. Customers were invited to answer questions by scanning QR codes with their phones and peering inside telescopes to look for the answer to win surprise gifts, courtesy of Festival Walk.

Activities

Encouraging repeat visits, Festival Walk extended the campaign over a period of 5 months, with different themes aligning to the shopping mall’s festive and promotional campaigns, including:

Chinese New Year (January 2016)

Celebrating the Year of the Monkey in style, customers were invited to count the correct number of monkeys to win chocolate truffles and a New Year’s laisee packet.

Valentine’s Day (February 2016)

For Valentine’s Day, Festival Walk invited shoppers to count the number of hearts for a chance to win a Jack Will’s watch.

BATMAN v SUPERMAN: Dawn of Justice promotion (March 2016)

Comic book fans stepped into the action by guessing the right animal in the mall’s BATMAN v SUPERMAN: Dawn of Justice exhibition to win post cards and stationery.

Fashion & Beauty (April – mid May 2016)

Our Spring theme saw shoppers guessing the correct product category to be showered with fashion & beauty gifts from ST. by Olcay Gulsen, Kiehl’s and L’occitane.

Movies (Mid – end-May 2016)

Gearing up for the summer holidays, Festival Walk prepared shoppers for the grand opening of their new cinema complex, inviting customers to answer simple questions about the new cinema to earn movie premiums and discount coupons.

Multi-channel promotional efforts, included onsite displays, theme tie-ins with mall promotional programs, calls for action on social media platforms, public relations, advertorials and more to sustain and strengthen footfall & sales on a continuous basis.

 

Results

Increased footfall to mall areas under renovation
Festival Walk’s “Under Construction” zone drew customers to the mall’s lower levels to check out the installations and win prizes by playing games. The campaign drove a significant increase in footfall (compared to Jan – May 2015), and attracted long queues on weekends and public holidays.

Drove customer engagement and sales for tenants
The “Secret Code Gift Surprises” campaign distributed over 30,000 gifts and coupons – driving significant increases in tenants’ sales revenues.

Encouraged repeat visits to Festival Walk
The 5-month campaign encouraged repeat customers, deepening Festival Walk’s relationships with shoppers.

Increased overall brand awareness of Festival Walk
The campaign generated substantial media coverage through traditional print and electronic channels, and also created buzz on social networks.

Leveraging an innovative, multi-faceted sales campaign, Festival Walk delighted customers with a unique shopping experience filled with secret codes and surprises – successfully boosting overall traffic and sales at the mall.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

• Festival Walk introduced Secret Code installations to drive footfall in mall areas under renovation. Customers were invited to answer questions by scanning QR codes with their phones and peering inside telescopes to look for the answer to win surprise gifts.
• The campaign drove a significant increase in footfall (compared to Jan – May 2015), and attracted long queues on weekends and public holidays.
• The campaign distributed over 30,000 gifts and coupons – driving significant increases in tenants’ sales revenues.
• The 5-month campaign encouraged repeat customers, deepening Festival Walk’s relationships with shoppers.
• The campaign generated substantial media coverage through traditional print and electronic channels, and also created buzz on social networks.
• Leveraging an innovative, multi-faceted sales campaign, Festival Walk delighted customers with a unique shopping experience filled with secret codes and surprises