We built a recording studio in the mall and invited families with children to participate in an experiment related to Christmas with a lie detector test: we asked the children questions about different topics and recorded how they often lie or make up stories. The one question we asked all the kids was “Who is Santa Claus?” Their answers were very imaginative, and gave us a glimpse of what they believe and hope for—not how they lie.

• Implementation We set up a recording studio that also served as a Gesell chamber in one area of the shopping mall. We decorated it for Christmas and set up a lie detector test. When kids came by, we told them that we were going to talk to them about certain topics. We hooked them up to the lie detector test and began chatting. We video recorded most of the interviews.

• Timeline We began in mid-November, when the Christmas decorations are set up, and continued until December 24.

• Placement The shopping center

• Data enhanced consumer experience Parents verified in real time what their children believe about Christmas and Santa Claus. The children enjoyed themselves and let their imaginations run wild.

• Data driven behaviour change Thousands of comments on the social networks spoke of how even today children continue to have dreams and to make up stories.

• Business impact Despite a serious recession in Argentina, traffic in the mall increased by 24% compared to the previous Christmas, and sales by 18%. The impact on the brand image was significant, as is evident from the very positive reaction to the content in the social networks (1.36 million impressions, 1.8 million views, US$15 million in earned media, 800,000 social media interactions)