The Black Friday That Got Six Times Blacker

When we talk about Black Friday, what comes to mind isn’t just the idea of a day when everyone rushes to offer ‘the best deal,’ but also the thought of yet another mall campaign that we have to come up with — and make it creative, too.

In recent years, Black Friday has turned into a cliché campaign — exactly the kind we’ve always wanted to avoid — and the original idea behind Black Friday had long stopped serving its true purpose: to actually offer real value to consumers. That’s exactly why, when we started planning this year’s campaign with our partners from Mall Markovo Tepe, we set ourselves one clear goal — to bring back the meaning and excitement of Black Friday, but in our own creative way: original, bold, and memorable. 

Insight

In recent years, Black Friday has become something highly anticipated — but not exactly exciting. Our mission was to bring back the thrill of the day, and to do it in a creative way. Consumers had grown tired of fake discounts and copy-paste campaigns, so we asked ourselves: what would truly get people excited again? The answer was simple — give them real value. But not just any value — six times more than what they expected. How did we pull it off? Keep reading to find out.

Creative

And so, while thinking about how to stand out, the idea for a “6 Times Blacker Friday” was born — which also became the slogan of our campaign. We decided to build the entire concept around the number 6 — and that was no coincidence. On one hand, it was a direct nod to the reward: a gift card worth 300 BGN, given for a purchase of just 50 BGN. On the other hand — and this was our hidden insight — the number 6 marked the 6th birthday of Mall Markovo Tepe. The mall was turning six just days before Black Friday. That’s how we turned the campaign into a powerful symbol.

Mechanics

The mechanics were intuitive, simple, and motivating: every purchase worth 50 BGN during the campaign period gave customers a chance to participate in a raffle for a 300 BGN gift card — six times more than the required 50 BGN.

Results

The campaign generated a lot of participants. On social media, we were flooded with feedback about how creative and valuable the campaign was, and how we brought back the true spirit of Black Friday.

This is how we created “6 Times Blacker Friday” — one of our favorite campaigns.

If you want to learn more about how we create campaigns with character, a strong concept, and real results — take a look at the rest of our blog.