The Challenge

With a range of pandemic restrictions easing at the Chinese New Year of the Rabbit, shopping malls all raced to carry out the best online and offline campaigns to capture customers for long-awaited purchases at stores, hence an intense competition on the footfall during the Chinese holiday. Mira Place had to rush out through the line of rivals and pull off a successful onsite event that both boosted the mall’s foot traffic as well as keeping shoppers invested in stores.

 

The Objective

• To increase the shopping mall traffic through AR-enabled onsite rabbit-catching game and exclusive tenants’ offering with offline QR codes during the Chinese New Year
• To spur consumption and pump up sales revenue by partnering with tenants on attractive offers
• To collect customer information for future marketing activities and promotions thus higher conversion rate

 

The Solution

While making sure everything of the campaign was consistent with Miramar Group’s Chinese New Year campaign theme, Prizm injected AR technology to enhance customer interactivity and took the lead on the digital campaign journey, from concept ideation and planning to gaming and onsite materials’ design and execution.

 

Two campaign sites - one for tenants’ offer and the other for the onsite AR rabbit-catching game - were carefully developed to maximize foot traffic. The tenants’ offer site allowed customers to scan the offline QR codes pre-installed on every tenant’s stores, save offers as rewards, and log in the site with mobile and OTP for immediate discount, gift or other promotional redemption right away.

 

The gamification site, on the other hand, engaged users to actively discover the three designated installation checkpoints, and catch the AR-developed rabbit mascots with their phone cameras after logging in the site with their mobile number and OTP. Once completed the three games, customers were able to redeem special gifts at the concierge, making the whole shopping experience fun and rewardful.

 

The Sparkling Spots

• In-person shopping in the mall is assured, as customers must join mall activities and promotions offline in Mira Place, hence a guaranteed traffic driven by gifts and product offers
• 3 unique AR games enhanced the interactive digital experience, seamlessly merged with the offline rabbit-themed installations, putting altogether a festive and joyful shopping experience for customers
• Collaborated with the Hong Kong Rabbit Society for rabbit-themed socks as gaming gifts, which were all redeemed in three days

 

The Result

• More than 540 individuals joined the interactive games curated by Mira Place and Prizm, with a high 72% completion rate on all the three games
• More than 460 customers scanned offer codes and over half of them redeemed the offers on their purchases
• All rabbit socks with the Hong Kong Rabbit Society were redeemed in only three days since the campaign started