Palladium Atasehir Shopping Centre - Brand Experience of the Year - Consumer
Company: Palladium Atasehir Shopping Centre
Company Description: Opened in 2008 in Atasehir, Istanbul, Palladium Shopping Centre was founded by Tahincioglu Holding with the aim of becoming the most popular living centre on the Anatolian side of Istanbul. The centre has been managed by JLL Turkey.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Consumer
Nomination Title: Trickbox
Tell the story of this nominated brand experience program for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
The Palladium Atasehir Shopping Center, established by Tahincioglu Real Estate and managed by JLL Turkey, organized a prank for April Fools Day and properly surprised its visitors on this day.
As part of the Trickbox project, Palladium Atasehir led the way by asking visitors to look at a gift on the screen for 30 minutes without moving their eyes. At the end of the 30 minutes, winners would get an IPad - but winning the prize was surely not that easy.
A group of 20 people dressed in characters such as Michael Jackson, Hatter from Alice in Wonderland, Freddy from A Nightmare on Elm Street, Charlie Chaplin and the Saw did everything possible to distract the visitors.
Meanwhile, a sensor above the screen followed visitors' eye movements to monitor their eye contact. The visitors who could not ignore the characters' witty behavior lost eye contact and set off the alarm. Even though they knew they lost the big prize, they ended up having a great time with the prank team.
At the end of the project, 5 people among the participants managed not to lose eye contact with the screen for the entire 30 minutes and won an IPad despite the prank team's efforts to distract visitors' attention.
Since the project was supposed to be a surprise, no publicity was done in advance. However, videos and photos shared on social media platforms once the event was done, received considerable attention and made viewers laugh.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-The posts reached a total of more than 1 million 120 thousand people on Facebook and received almost 2 thousand reactions. They also allowed visitors to perceive Palladium Atasehir as a fun and intimate location. With this prank, visitors were able to have an unforgettable experience and an organic connection was established between the shopping center and its guests.
-Palladium Atasehir was able to briefly take its visitors to a different world with an amusing surprise, and created the perception among its target audience that it is possible to have a much more intimate and natural experience at a shopping center. Videos of the surprise generated new visitors to the shopping center and also made an impact on brand awareness.