Background
More than 100 shopping malls were competing for attention during the GSS, which took place from 31 May to 28 July. Vivocity needed an engaging campaign to stand out and grow its social-media reach.
Aim
Vivocity wanted to drive foot traffic into tenant shops, expand the mall’s Facebook fan base, and use QR codes in an engaging, memorable and rewarding way.
Execution
VivoCity worked with Dog Digital to create a campaign devised around “The VivoCity Codeys”.
A family of four life-size QR code mascots, dressed in VivoCity’s corporate colours, roamed the mall on weekends during the month of June, when the GSS was at its peak.
Shoppers could scan the codes for instant rewards including discount vouchers, daily prize draws, and entry to a grand prize draw at the end of the GSS. Users were invited to ‘Like’ the VivoCity Facebook page after scanning. They could also double their chance to win if they shared the grand draw on their Facebook wall.
Results
The campaign drew 8,618 people to scan the QR codes. The instant reward vouchers drove foot traffic to participating tenant shops, with 302 vouchers being collected. A total of 848 people entered the grand draw.
The fan base of the VivoCity Facebook page increased 73 per cent, from 6,039 to 10,439.
CREDITS
Creative directors Helmut Matthijs, Luke Cream
Technical director Murtuza Topiwalla
Account director Catherine Low
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