Background: There are 2 shopping malls in London, ON area: CF Masonville Place and White Oaks Mall. While having almost the same number of stores/retailers, Masonville attracts more young adults and teenagers. White Oak Mall wants to launch a marketing campaign to attracts more young people, as they also have the same stores & retailers targeting at customers age ranges 14 - 30.
Ideating: Recognizing the symbiotic connection between youthful enjoyment and mobile device usage, I conceptualized a game-based approach. By developing an engaging mobile game where participants can play to win enticing coupons, I aimed to seamlessly integrate the thrill of competition with the allure of discounts. This dual-purpose initiative not only seeks to amplify sales but also to entice a vibrant demographic of young individuals to the mall.
Official Logo: The logo of the campaign is designed to be fun and colorful to attract teenagers & young adults. While making sure the whole identity of the campaign is energetic and bold, adding a fun touch to the mall, it also has clean lines and eye catching to existing customers White Oaks.
How It Works: Customers get code to play when buying anything from $20 at any store in the White Oak Mall. After downloading the app from scanning the QR, customers enter the code and other required information. There are also interactive touchscreen around the mall, in case playing on their phones are not available.
User flow: The game is simple and takes only around 30 seconds per match. There are 10%, 20% and 50% coupons available if they can win a strike of 2, 5 or 8 games. After reaching a required strike for a coupon, customers can choose to keep playing to get higher value coupons or stop at that bar. The wheel of fortune will decide which store's coupon they get. This will allow stores to grow their sales and get hooked up with new customers while customers have a chance to experience different stores they are interested in.
App layout: Using same color palletes of the campaign identity, the app layouts are designed to be youthful, fun with bold colors and clean illustrations. The app layout uses signature gradients and patterns, creating a smooth transition of media.
Marketing Assets: Complementary merchandise such as pins and stickers serve as enhancing tools for brand recognition. These items are thoughtfully crafted to be visually captivating and aesthetically pleasing. When customers adorn them, they naturally pique curiosity among observers, thereby intensifying excitement and interest in the campaign.
