The Isla Azul Shopping Mall needed to devise a promotion to increase traffic during the slackest month of the year. So we created “A discount to your misfortune”. A fun action in which people could participate to obtain discount vouchers for any purchase.

Consumer Journey:

TV, Outdoor, Print, Ambient, Digital content.

Insight:

We all have bad days, but nothing that can’t be put right with some retail therapy.

Idea:

On the basis of this insight we developed a promotional action for the Isla Azul Shopping Mall.

“A discount to your misfortune”

An activation in which members of the public could obtain a discount in a highly amusing way. We set up an official tribunal in the Mall. And we hired a prominent Magistrate from Madrid. People were invited to explain their problem before this prominent Magistrate and, upon presentation of proof of their misfortune, they earned a discount on any purchase.

The Magistrate would determine each discount depending on the seriousness of the problem.

If there’s one thing we’ve learned in this life, it’s that shopping can make your day.

Footfall through the Mall rose by 40% over that of the same month of the previous year.

Total Sales: 25% uplift vs objective.