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Bloom Awakening
Project type
In-centre Activation
Role
Creative Assets, Social Media & Centre Promotion
Location
Burwood, Australia
Objective
Winter months at Emerald Square typically see reduced foot traffic due to colder weather. The goal of this campaign was to increase weekday visitation, encourage customer interaction, and drive spending within the centre.
Concept
“Bloom Awakening” was designed as a bright and uplifting activation to contrast the colder season. A vibrant yellow photo installation filled with butterflies and floral elements was placed in the centre of the atrium, creating an eye-catching space for visitors to take photos and share on social media.
Execution
Visitors were encouraged to submit their photos for a chance to win a major prize at the end of the campaign. To extend the experience throughout the centre, interactive floor decals were placed in key locations. Customers could scan QR codes to access a scratch-to-win digital game, offering instant prizes such as gift cards redeemable at participating retailers.
Outcome
The activation created an engaging in-centre experience that encouraged social sharing, increased dwell time, and motivated customers to explore the centre while participating in the campaign.
