Metropolis Shopping Centre — a flagship mall in Moscow that sets the tone for the city’s retail experiences, combining shopping, leisure, and emotion-driven events.

The beginning of the year is marked by three consecutive holidays: February 14, February 23, and March 8. Our team was tasked with an ambitious goal: to unite these holidays into a single, long-term promotional campaign with maximum reach.

Client Objectives:

• Create a media and visitor hook to sustain interest throughout the campaign.
• Increase dwell time in the mall through additional activities and services.
• Position the mall as a destination for family leisure and holiday gift shopping.
• Strengthen the brand image and recognition of Metropolis.
• Stimulate purchases through a prize fund and engaging participation mechanics.

The Specifics of the Challenge:
Three different holidays — three different target audiences (couples, men, women). We needed a universal mechanic that worked for everyone but offered personalized prizes for each occasion.

Sichkar Group proposed the "Gender Holidays" concept — a long-term promotional campaign with unified participation rules but different prizes for each holiday and a final grand prize.

The Core Idea:
During the holidays, we wish for something for ourselves or our loved ones. Valentine's Day — to spend time with a significant other. Defender of the Fatherland Day — to treat oneself to masculine, premium purchases. Women's Day — to become more beautiful and graceful. In these "gender holidays," we wish to be more masculine or more feminine, embodying the best qualities.

Metropolis launched a long-term promotion where visitors could find gifts for their loved ones and win a dream trip for themselves.