Since we created a live event that happened inside the premises of our own mall and it wasn’t broadcasted, no special regulations or restrictions applied. But since the live event had certain religion connotation, we had to be really careful not to offend anyone.

This campaign was based on the following insight: people in malls fall in love with stuff they see as they go window-shopping. Since we’re seeking to strengthen the way clients relate to the mall, why not take the relationship to the next level and make them marry our brands?

We built a chapel inside the mall, an actual full-scale church with inside sitting space. We hired a priest, an organ player, tons of petals and rice and we were ready to celebrate. Holding a purchase ticket consumers could propose to any thing they fell in love with. All those funny and silly love declarations went to our social media channels were people commented, shared and could choose their favorite couples. The lucky ones got married and brought family and friends to help them carry the big prize home. Of course such bizarre experience attracted the attention of every passerby as well.

*Sales went up 37% during month that the live event took place, compared to same period previous year.

*Nespresso, Sony PlayStation, Samsung, Swatch, Nikon, Swarovski, Levi’s and Hoyts, as well as 140 other brands, took part in the campaign.

* 58% mall traffic increase, compared to previous month.

* 37% sales increase, compared to same period previous year.

* 445,692 people voted online to select the winning couples.

* High ROI since the event was happening in the premises of the mall.