The Magic Gift Workshop was an in-mall digital activation that turned the moment of gift-wrapping into a fantastic and wonder-filled moment, by making people believe that their gift was being wrapped by animated holiday creatures right before their eyes.

• Implementation

Shoppers were invited to bring a gift to the Magic Gift Workshop, where they could customize the colour and design of their wrapping paper they wanted on their gift.

Then, they placed the gift in the Magic Gift Workshop’s door and followed their gift from station to station as it was wrapped by furry animated creatures called “The Tufties” right before their eyes, according to their specifications. Finally, the gift left the animated Workshop and was waiting for the shoppers at the end of the installation, where they could pick up the same gift they had just seen being wrapped by the Tufties in the animation - or so it seemed.

• Timeline

November 21 to December 27, 2015.

• Placement

CF Carrefour Laval in Montreal and CF Rideau Centre in Ottawa.

• Scale

During our pilot year, two Magic Gift Workshop installations were deployed. Over 5,000 personalized videos were posted on Facebook.

We transformed holiday shopping from a consumption-driven personal experience to a collective and entertaining one.

We helped drive in-mall traffic, as 36% of people who experienced the Magic Gift Workshop visited their local shopping center solely for the experience.

We increased the volume of traffic, as 78% of participants experienced the Magic Gift Workshop did with someone else.

• Response rate

99% booking rate for the on-site experience

Over 5,000 personalized videos posted on Facebook in just 5 weeks

94% average appreciation rate of the experience

• Impressions

4M+ PR impressions

• Change in behaviour

43% of shoppers reported that they spent more on the day they visited the Magic Gift Workshop.

36% came to the center exclusively for the experience.

28% of participants subscribed to Cadillac Fairview newsletter.

• Consumer awareness

Because of the heavy holiday in-mall traffic, hundreds of thousands of holiday shoppers were made aware of the Magic Gift Workshop.