A grand opening promotion that welcomed back the whole city with something everyone could enjoy. PROMOTION + CELEBRATION = FIREWORKS AS DISCOUNTS. As each firework exploded, its glittering lights shaped a number, which represented a cash discount. Heavily promoted before the show, a huge crowd turned out. All they had to do was photograph the exploding numbers with their phones, and redeem the images as coupons in-store.

The first day’s traffic was double the normal volume. Sales increased 35% with over 12,000 coupons redeemed. It even went viral, with shoppers sharing the news via social media and sending each other the coupon photos via MMS. News coverage reached more than 8 million people. Perhaps more importantly, something other than sales was achieved as well, the citywide feeling that their Big C was back.