Recently Wernhil Park, a Namibian mall, launched a new branding and positioning strategy, citing the mall as exciting and the place to be through their new tag line “Never miss a Beat”. The Christmas campaign was designed so as to tie into this, as well as increase feet traffic through the mall over the Christmas period.
Techsys and Namibian agency Weathermen were commissioned to create a fully integrated campaign which used real life activations and digital components to drive store traffic, create brand awareness and most importantly generate excitement.
This was done through a Christmas tree treasure hunt mobi site, which entered participants into a competition for which the grand prize was a weekend away at Midgard Country Estate. Consumers were able to enter either through a mobi site or SMS line.
In order to reach a wide audience and encourage interaction, a variety of channels were used to direct consumers. SMS drivers and Facebook links enabled mobile users to easily locate and take part via SMS or mobi. A responsive mailer as well as a Facebook redirect tab also encouraged desktop users to partake.
The Christmas Tree Hunt makes use of 5 trees which swap location every 2 weeks. Each tree is place inside 5 of the Wernhil Park stores over each 2 week period. Each tree is labelled with instructions as well as a number. When consumers spot a tree, they are able to either SMS in its location and number, or else fill this in on the mobi site.
Trees will be relocated 3 times, thus there are 3 rounds in which consumers are able to enter. There are weekly prizes up for grabs as well as a weekend away at the Midgard Estate. To reach a wide audience, consumers are able to enter via either SMS or mobi site.