The Mall of Cyprus is the first shopping centre of its kind in Cyprus. With 5.5 million visitors per year, it is the top retail and entertainment destination on the island, bringing together the most desirable global brands and retail stores including Debenhams, Zara, Benetton, Topshop, Public, Intersport, Carrefour, Starbucks, TGI Fridays, McDonalds, K-Cineplex as well as an organized food court with cafes, restaurants and lots more.
The idea for the Concept was based on the notion that love is like a tree – if enough people shower it with affection and care, it will continue to spread and grow. And so the “Love Tree” came into being. The objective was to organise an event that would encourage visitors to the Mall to spread the feeling of love on Valentine’s Day by asking them to write their wishes or to express their feelings to their loved ones in writing on a piece of a heart shaped paper which was then placed on the Love Tree, enabling it to grow with each message. Each participant qualified to enter a competition to win a prize if they shared a photo of their message on the Love Tree on social media with the event hashtag.
We were approached by The Mall of Cyprus to create a Valentine’s Day Concept that would provide visitors to the Mall an emotive experience that was all about spreading feelings of love in celebration of this hugely popular day. The aim was to enhance customer engagement and to attract more visitors to the Mall during this specific period of time.
The event proved to be a huge success with high levels of participation by visitors to the Mall being achieved. The intended message of love was successfully communicated and the goal regarding consumers engagement was achieved based on the very high number of shares collected on the day of the event.