This campaign was awarded with the following prizes at the festivals:
Romanian PR Award 2020
Brand PR – New products and services (Silver)
Tech PR (Silver)
Best Experiential Campaign (Bronze)
Bucharest is one of the most crowded cities in Europe when speaking about malls, with not less then 16 shopping centers. In this context, it is not easy to stay in business. In order to attract more customers, Sun Plaza Mall launched an AR app to offer them a special shopping experience, the first one of this kind in Romania.
In a world with hundreds of apps, we are competing against all of them, inspite the fact that this one is the best regard mall-apps in the country. Nonetheless we had a clear mission: to make customers install it and discover how useful and fun it is. The question was: how to make a powerful and compelling story to make people to engage with the app?
Having a young audience to address, a strong social media presence was the key. We had high focus on engaging formats, like Facebook Instant Experience or Stories, that showcase the amazing world of the app, as well as video content. In order to make more buzz, the videos showed the real experiences of five different influencers.