Zelenopark Shopping and Entertainment Centre — the largest mall in Zelenograd, shaping the habit of family leisure and creating reasons for regular visits.

Following a series of successful spring activations, the client wanted to maintain audience interest and increase repeat visits.

Project goals:

• Stimulate visits from residents of Zelenograd and nearby cities.
• Increase the number of purchases and average basket size.
• Boost foot traffic on both weekdays and weekends.
• Reinforce the idea that Zelenopark is more than a mall — it’s a place where visitors can feel excitement and win real prizes.

We created "PRIZEmli" — a cosmic-themed activation where every visit offered a chance to receive a gift from the sky.

The metaphor of "landing" reflected the concept: to "land" on a new planet Zelenopark and claim your reward.

To make participation effortless, we merged digital and offline mechanics: all you had to do was register once — and then pull the lever of a glowing rocket filled with capsule prizes.

In the mall’s central atrium, we installed a rocket-shaped vending machine — bright, illuminated, and interactive.
Visitors could receive a prize capsule by entering a unique code.

Participation steps:

1. Scan the QR code on the poster.
2. Download the Zelenopark Online app.
3. Register to receive 100 bonus points.
4. Buy a "Cosmos" coupon for 30 points.
5. Enter the code on the rocket and launch the capsule.

Inside the capsules were both small delights — scented candles, squish toys, branded souvenirs and major prizes: iPhone 15, bicycle, Franklin Burgers gift cards, and tickets to the Dinosaur Exhibition.

The activation zone was supported by promoters, coordinators, and technicians, ensuring smooth operation.

To amplify reach, we launched offline promos across three cities — Lobnya, Solnechnogorsk, and Zelenograd.

Promoters in space-themed costumes handed out scratch cards with passwords that could be activated in the app for a prize code - encouraging people to visit the mall and claim their reward.

During the May holidays, the activation also extended to city parks, where children received stress-relief toys and adults learned how to participate in the campaign.

PRIZEmli became one of Zelenopark’s largest campaigns of the year. It proved that a simple, engaging, gamified mechanic could attract even those who had never used the app before.

KPI Highlights:

• 2,970 bonuses activated
• 2,159 prizes distributed
• 1,805 new app users
• 3.5x increase in foot traffic during the campaign period

In just six weeks, PRIZEmli turned into a city-wide game: people came for shopping but stayed for emotions — and came back again.

In the atrium, the rocket shimmered with light, capsules rolled through transparent tubes, children laughed, and adults filmed Stories.

Even random passers-by stopped to watch “happiness drop from the sky.”
PRIZEmli became more than a promotion — it was a reason for people to once again feel curiosity, excitement, and the joy of simple pleasures.