Festival Walk, Kowloon Tong, Hong Kong
Name of Organization / Company: Festival Walk, Kowloon Tong, Hong Kong
Category: Award for Innovation in Consumer Events
Entry Title: “Christmas Secret Garden” at Festival Walk
ENTRY:
Building on the worldwide phenomenon of adult colouring books, Festival Walk – an upscale shopping mall in Hong Kong – collaborated with internally-renowned Secret Garden author Johanna Basford to launch an innovative, multi-faceted inbound marketing campaign with 4 main objectives:
‧ To drive footfall to the mall during the peak Christmas shopping season
‧ To drive sales for tenants
‧ To encourage repeat visits and increase Festival Walk’s overall brand awareness
‧ To enhance the festive ambiance during Christmas
Strategy
Festival Walk enlisted the help of internationally acclaimed British artist Johanna Basford to transform her globally loved illustrations into a 3D Christmas extravaganza! The mall’s specially designed Christmas decorations brought to life six highly-acclaimed illustrations from Basford’s books – as well as the exclusive debut of two images designed especially for Festival Walk.
Building on the holiday spirit of giving, Festival Walk also organized a charity campaign, appealing to shoppers’ generosity to support the Charles K. Kao (CKK) Foundation for Alzheimer’s Disease.
Activities
Luring foot traffic to the mall, “Christmas Secret Garden at Festival Walk” treated visitors to a fairytale winter wonderland designed by Basford. The inbound marketing program included a number of festive promotional campaigns, including:
1. Coloring Contest for donations to CKK Foundation for Alzheimer’s Disease
Promoting the benefits of art therapy for Alzheimer’s patients, Festival Walk focused on “colouring” for this year’s charity activities. The mall commissioned Basford to create several exclusive Christmas images, and invited fans to send in their coloured illustrations to participate in a Christmas colouring contest. Festival Walk donated HK$10 to the CKK Foundation for every submission received.
2. Christmas stage performance and parade
Shoppers who donated HK$80 or more to the CKK Foundation were invited to take photos with Santa in his Secret Garden Cottage. Teams of skilled performers dressed as Floral Fairies delighted audiences with parades and stage performances.
3. Charles K. Kao Foundation Charity Sales Programme
Festival Walk set up a charity sales booth selling Christmas gifts to raise funds for the CKK Foundation – giving shoppers the chance to show their support for Alzheimer’s patients during the holiday season.
4. Sales Promotion and Lucky Draw
The mall collaborated with the Bank of China to offer an attractive credit card promotion of shoppers – rewarding customers with Christmas hampers, bottles of red wine, body care sets and even a Lucky Draw for a chance to win an INFINITI Q70 luxury sedan.
5. Secret Treasure Hunt VR Game Zone
Shoppers who spent over HKD200 at the mall – or donated HKD20 or more to the CKK Foundation – were invited to unleash their inner explorer at our interactive virtual reality game zone.