LOVE VIBRATIONS IN THE SMALL CITY

In January, right after the holidays during a regular shopping day the visitors were evacuated from Dalma Garden Mall premises due to an occurred vibration in the building. Later it was found out the shake had been caused by the failure of the ventilation system. However the mall didn’t open for another ten days until the reason was investigated. As a result employees and customers of the mall were not allowed to enter the building. But the overall fact of the first ever evacuation from the shopping mall and the fact of not being open for days created a big buzz through online media outlets and social media mainly having negative impact.

When it was clear everyone was safe and when Dalma Garden Mall reopened we decided to carry out a situational marketing campaign to turn the created negative informational wave into a positive one and pass on to the mall visitors a festive mood filled with love and care.
DELIVERABLES

MARKETING CAMPAIGN

SITUATIONAL MARKETING

CREATIVE CONCEPT AND SLOGAN

OUTDOOR ADVERTISING

PROMOTION

CONCEPTUAL DECOR DESIGN

EVENT MANAGEMENT

SOCIAL MEDIA MARKETING
CLIENT

Campaign’s slogan was “Love vibrations in the small city” meaning that this topic caused a real meda buzz in the small city of Yerevan. The creative idea of the campaign was based on the naughty winged Cupid whose love arrow had hit Dalma’s building causing love vibrations in the building.

We designed billboards and scrollers with the key visual and slogan and placed them all over the city.

During this period Dalma Garden Mall’s interior was decorated in accordance with the creative concept. The main element of it was a big heart with Cupid’s arrow in it that supposedly caused the “vibrations”. There were also conceptual interactive love corners inside the mall where lovers could kiss, fight, reconcile or even strike each other (with love) and take lovely photos.

A series of special events were organized on St. Sargis and St. Valentine’s Days. On the eve of St. Sargis Day we handed out traditional salty cookies to the visitors of Dalma mall. On the day itself there were funny games, competitions, sweets and a lot of presents for the participants.

Specially for St. Valentine’s Day we organised a blind date for which we got 500 online applications. As a result, 15 couples were matched who had a romantic date at Dalma’s café with wine and sweets.

The campaign was actively promoted on social media: the campaign received a lot of positive feedback and comments from Dalma’s followers.

LOVE VIBRATIONS IN THE SMALL CITY