2011 Winners & Shortlists

The Brief

The Brief: To develop a press ad to announce the launch of the mall network of Pikasso to advertisers. The Objective: To get advertisers to take notice of the Mall network and book space on the network. The Process: We created a simple photographic competition, where all you had to do to was shoot any yellow object inside city mall. The Target: People with the ability to take a picture, no matter the tool used.

Creative Execution

The on site promotional strategy was simple: offer a unique high value prize and convey the competition through targeted distribution of flyers amongst all shoppers. However considering all shoppers were already aware and had the brand top of mind due to simultaneous messaging through in mall advertising networks, they quickly identified with the well attired and well informed hostess staff on site at all Yellow booths. The fact that well positioned yellow objects were peppered around the mall, helped the hostesses connect and help participants to get the best yellow shot.

Describe the creative solution to the brief/objective.

We developed outdoor visuals to convey the competition, as well as inside the mall. This synergy allowed us to funnel a much larger audience to CityMall. In CityMall, we showed a reel on LCD panels, and interactive maps. We also gave people a helping hand by putting some yellow all around. The microsite was developed to have amateur photographers submit their entries, and a facebook page was created as well. We also had a helpful team at Yellow Booths ready to help and distributed information flyers. People were also getting information from posters that were up in Cafes and Universities.

Results

The result was surprising and surpassed all expectations. Over 22000 people visited the microsite in 9 days. Over 2000 pictures were submitted and judged by a panel of the best professional photographers. The network was sold out for the rest of the year. Pikasso has since opened two more mall networks, with more on the way.