BRINGING WINTER TALES TO BAHRAIN
Brand | CITY CENTRE BAHRAIN |
Product/Service | RETAIL |
Entrant | J. WALTER THOMPSON Manama, BAHRAIN |
Category | Corporate image & information |
Entrant Company
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J. WALTER THOMPSON Manama, BAHRAIN
|
Advertising Agency
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J. WALTER THOMPSON Manama, BAHRAIN
|
The Brief
City Centre Bahrain’s (CCB) marketing objectives were to draw footfall to the mall and integrate itself within the gift giving mindset that sets the mood during the month of December, globally related to Christmas celebrations.
Whilst locals and expats alike take part in Christmas celebrations discretely, the country avoids any connotation of Christmas for both cultural and religious reasons. For CCB, this point was compounded by the need to draw its avid but ultra-sensitive Saudi shopper.
CCB’s aim was to bridge the divide – ultimately to bring the joy of Christmas to Bahrain BUT without saying Christmas!
Describe how the promotion developed from concept to implementation
We told the festive stories that went beyond the Christmas clichés and created CCB’S ‘The Winter Tales’.
2014’s story: The Nutcracker.
Retold in Arabic, we teamed up with a famous storybook illustrator to bring to life a life-sized, interactive display featuring key scenes from the story, where customers were treated to daily activities; kids coloring, Sugar Plum fairy ballet performance, performing Nutcracker soldiers and a giant story telling book.
Social media drew customers into a ‘Free the Nutcracker’ competition, whilst outdoor and print invited customers to the experience.
Finally, our gift-with-purchase collectible Nutcrackers and books sent shoppers into a frenzy!
Describe the success of the promotion with both client and consumer including some quantifiable results
Not only was footfall up by 18% vs. Dec 2013 but the Nutcracker as a character became such an icon throughout the month long campaign that CCB had customers hounding Customer Service for the collectible Nutcrackers for each family member, shoppers and calling in to reserve them whilst travelling! Whilst Instagram was flooded with selfies of customers and the Roaming Soldiers as well as life-sized statues placed at mall entrances.
Shopper reactions further emphasized in:
Sales up by 11% vs. Dec 2013
PR value = $221,462
Facebook Reach = 1,277,806
Facebook Engagement = 36,311
Instagram engagement = 22,578
Explain why the method of promotion was most relevant to the product or service
City Centre’s core promise is to create ‘Great Moments’ that are both memorable and enriching experiences for its customers. The Winter Tales’ Nutcracker entertained, educated and made sociable an untold classic for Bahrain, which had shoppers leaving comments like, in the words of shoppers; ‘Thank you so much @citycentrebahrain’ and ‘my daughters really enjoyed the ballet show’ on social media.
Credits
Samar Ameer |
J.walter Thompson |
Account Manager |
Catherine Hughes |
J.walter Thompson |
Planner |
Susano Saguil |
J.walter Thompson |
Art Director |
Hiba Skaini |
J.walter Thompson |
Copywriter |
Vijayan Kumaran |
J.walter Thompson |
Production Manager |
Tristan Fitzgerald |
J.walter Thompson |
Creative Director |
Adnan Alarrayed |
J.walter Thompson |
Managing Director |
Mostafizur Rahman |
J.walter Thompson |
Finalizer |