sales promotion & events
Bawadi Mall's
center court
floor was
transformed
into a LOGO's
Game board.
A THROWBACK TO
THE TRADITIONAL
WAY TO PLAY
Bawadi Mall builds a life-size floor map to win over shoppers MEDIA MIX
Positioning the shopping center as a leader in innovative entertainment,
Bawadi Mall (Abu Dhabi, UAE) transformed its floor map into an interactive
board game platform to play and win. In partnership with a collection of
in-center brands and tenants, the team presented LOGO’s Game to achieve
exposure, generate awareness, and increase the conversation rate of
participating retailers. In-mall media: digital signage, handrail banners, entrance boarding, and
stage branding
On-site signage: lampposts on the street (single and double) and in the mall
parking lot
Press release
Radio ads
Social: Facebook, Instagram, and Snapchat
...an INTERACTIVE
BOARD GAME
PLATFORM to PLAY AND WIN
To play, shoppers were instructed to roll the dice, read the number,
and move across the board accordingly. Marked by its logo, every space
on the board represented a different retailer and a corresponding prize.
A combination of Monopoly and Snakes and Ladders, the customized
installation was developed during a group brainstorming session and
constructed to reach a specific set of objectives, namely build excitement,
showcase retailer variety, and connect mall visitors with in-center tenants.
After reviewing the events from 2017, the center team had also discovered
that customers had responded more to those based on traditional games
because new digital games were often limited to one player. Bawadi Mall
added to the fun factor by inviting a professional performer to tell jokes,
entertain the crowd, and create obstacles for the players.
THE BOTTOM LINE
In-mall media: $21,000
Outdoor media: $28,000
PR: $2,300 (for the press release)
Social media: $1,600
Total cost: $52,900
THE IMPACT
Compared to the same time period from 2017, which was also spring holiday,
Bawadi Mall experienced a slight increase in footfall due to the game (3%).
The results exceeded the marketing goals of the campaign in terms of driving
traffic and boosting conversion rates of participating retailers.
The shopping mall received several requests from its tenants to organize the
same or a similar event in the future.
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