The Eighth is on the Move: How We Celebrated the Birthday of Mall Markovo Tepe
At its core, IT’S YOU – a slogan that not only stands behind the name of Mall Markovo Tepe, but also appears in the concept of nearly every campaign. And when Mall Markovo Tepe celebrates its birthday, something right on TARGET is bound to happen. This year, we wanted to mark these 8 years in a very unexpected and playful way.
Insight
It all started with… an EIGHT.
When we gathered for our freaky brainstorming session, we asked ourselves: How can we create a campaign that truly engages and is creatively linked to the number 8 symbolically? After thinking and thinking, we came up with the idea of a billiard table. Why? Because we know that at the center of every classic billiard game – right at its core – stands the black eight ball. It’s the climax and the final shot of the winner. Also, in billiards, the black ball is always the eight ball.
Mechanics
Our creative mechanics were extremely simple, but perfectly aligned with the entire idea. We set up a special zone in the mall where visitors could try their hand at being billiard masters after registering their receipt for a purchase. The goal was to pot the eight ball into one of the pockets and win a prize. Each shot brought the chance for a surprise, and every participant was at the center of the event.
Creative
The slogan “Eight Years at the Center” said more than enough and simultaneously intertwined the mall’s anniversary with the mechanics of our campaign. In the visuals, we presented the mechanics and the prizes as directly as possible.
On the actual birthday of the mall, we also had a special guest – one of the winners of the famous show Hell’s Kitchen – Chef Stanislav Ivanov. He had prepared a kids’ masterclass, where he showed both young and old how to make everyone’s favorite American cookies. And that’s not all. Known for his pastry skills, he also made the birthday cake for Mall Markovo Tepe, putting the finishing touches on the decoration in front of the mall’s visitors, who then stayed to enjoy the celebratory treat of delicious cake.
The campaign for the eighth anniversary of Mall Markovo Tepe created an exciting and delicious experience.
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