Love or Wine? How We Combined St. Valentine’s and Trifon Zarezan in One Roulette of Choices

When February arrives, we know that the next mall campaign is coming – February 14th. Every year, this brings us face to face with the dilemma of whether to celebrate love or wine. Well, this year, we thought, ‘Why not both?’

Insight

It was extremely important for us to make everyone feel included, whether they are celebrating love or wine, as the Bulgarian tradition is often overlooked in shopping centers. So, our insight was simple, yet deep – people don’t like being limited to a celebration they don’t observe, so we wanted to include both in order to reach every customer. We made sure that both love and wine had their place in Mall Markovo Tepe.

Creative

The roulette was our standout element in the campaign, and that’s why we incorporated it into both the slogan and the visuals. We were inspired by the classic casino roulette to evoke a sense of anticipation, chance, and fun.

The slogan “Love is on the move, but wine is in the game” is a wordplay that perfectly described the concept and mechanics of the game while referencing the idea of a roulette. The visuals successfully tied together the entire concept.

Mechanics

As with any retail campaign, customers needed to shop for a certain amount and register their receipt at the Information Desk in Mall Markovo Tepe in order to participate. Each participant was then invited to spin the roulette wheel. Here’s where it got interesting. Depending on where the participant landed – either in the red or black section – they could pick a prize from the corresponding red or black box. Inside the boxes were hidden some big prizes – a spa weekend for two at BALNEO & SPA HOTEL EMPIRE in Hissarya and movie tickets.

The campaign was strongly supported by the social media profiles of the shopping center. Throughout the entire month, the communication on social networks followed a cohesive and festive theme.

The campaign not only attracted many participants but also created a genuine emotional engagement with users celebrating both holidays.

With this campaign, we proved that when creativity meets tradition, unconventional solutions are born. And this is exactly the result we strive for – to surprise and inspire.

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