If we had to find one negative thing about Christmas, it would most probably be the fact that it only comes once a year! This is why Lowe and Golin decided to bring the Christmas spirit in AFI Palace Cotroceni and AFI Palace Ploiesti in the middle of summer! During „Christmas in July”, clients were invited to a shopping spree while enjoying all of the presents and surprises that AFI had in Santa’s bag for them.
The campaign was basically a reinterpretation of Christmas during summer time. The concept did not aim at taking away the magic that surrounds this holiday. On the contrary, its purpose was to praise its magic and transform the customers’ ordinary summer days into a real celebration, through a series of unique shopping experiences and surprises.
The entire concept started from the idea that we all love Christmas so much, that celebrating it once a year just won’t do it. In order to properly enjoy this second Christmas of the year, taking place July 15th to 31st, the AFI Malls from Bucharest and Ploiesti were decorated in the spirit of the jolly season and their guests were welcomed with great promotions aimed at rewarding their loyalty. All the customers who spent more than 200 RON in any of the shops of the two malls were greeted by boys and girls wearing Santa costumes, who offered presents through an app that was especially developed for the campaign. Furthermore, Elves and other Santa helpers walked around the mall and rewarded customers.
“Christmas is that time of the year when we offer our loved ones presents with great excitement. We wanted to bring back this joyful spirit in the middle of the summer by recreating the actual Christmas atmosphere and invite all of our customers, both from Bucharest and Ploiesti, to enjoy it in July. This is the second year we implement this successful campaign”, said Aura Dinu, the Head of Marketing of the AFI Palace Malls Division.
“Christmas in July is a truly daring idea and a brave answer to the challenge of always offering customers’ amazing experiences in AFI. The creative executions transformed elements related to the two malls into proper Christmas symbols. In this way, we were able to build a genuine Christmas atmosphere, both in Bucharest and Ploiesti”, said Alina Balan, the Client Service Director Lowe.
The campaign was promoted through OHH, radio and online channels, as well as on the site, in the two malls.
Over 16,000 vouchers were offered and the traffic increased significantly compared to the same time-frame of the previous year.