Да, мы тоже используем cookie. Они помогают нашему сайту работать без сбоев.
Yes, we use cookies too. They help our website run smoothly.
Mischief Makers
How MEGA Khimki turned October into a month of family celebrations
- 4-minute read
Client:
MEGA Khimki (INGKA Centres)
MEGA Khimki — one of the largest shopping and entertainment centres in the Moscow region, spanning over 210,000 m². The mall features more than 200 stores, extensive entertainment zones, a cinema, and a multi-format food court.
Challenge:
to create a regular reason for family visits on weekends.
To design a series of weekend events that would give families a reason to return to the mall, maintain steady visitor flow during the off-season, and strengthen emotional connection with the MEGA Friends brand.
Key objectives:
Key objectives:
- Create a unifying concept for all weekend events.
- Develop an engaging format combining shows, interactive activities, and prizes.
- Increase family traffic and engagement within the MEGA Friends app.
Idea:
A festival of children's shows with a cumulative prize system.
October — that in-between moment when summer’s gone, but winter hasn’t yet arrived. To keep the festive spirit alive, we launched “Mischief Makers” — a series of lively, heart-warming weekend events for the whole family.
Each weekend offered a new theme, new characters, and new emotions.
The concept brought together the joy of childhood mischief, the comfort of family time, and the ease of a weekend escape.
Each weekend offered a new theme, new characters, and new emotions.
The concept brought together the joy of childhood mischief, the comfort of family time, and the ease of a weekend escape.
Execution:
- Themed Weekend EntertainmentStep 1Throughout the mall, we hosted themed shows and children’s activities, which were refreshed weekly to encourage repeat family visits.
- Seamless Loyalty IntegrationStep 2At the central MEGA Friends promo stand, guests could scan a QR code to instantly register in the loyalty app. They received a guaranteed gift, and each participation increased their chances to win the grand prize.
- Simple Participation MechanicsStep 3
- Scan the QR code at the stand.
- Earn a “visit mark” and loyalty points.
- Automatically enter the final prize draw.
- Prize StructureStep 4
- Instant Gifts: IKEA keychains and mini-bags.
- Bonus Gifts: Fabler Björn plush toys and MOLA markers.
- Grand Prize: Marusya smart speaker with voice assistant.
- Cohesive Brand ExperienceStep 5A unified visual identity was developed for the campaign, including a branded info corner, event stage, staff uniforms, and digital assets.
Results:
- Новая традиция для семейСоздан прецедент регулярных, ожидаемых мероприятий в МЕГА. Концепция «Праздники Проказников» стала узнаваемой среди семей с детьми из Химок и северо-запада Подмосковья.
- Долгосрочный эффект от брендингаАйдентика проекта оказалась настолько успешной, что была использована для последующих циклов мероприятий. Универсальная сцена и промо-стойки использовались повторно, что снизило затраты на организацию будущих событий
Project Team:
- INGKA / MEGA KhimkiClient
- Ekaterina SichkarFounder of SICHKAR GROUP
- Yana BelousovaHead of Creative & Strategy
- Yulia FilatovaProject Director
- Anastasia YurchenkoProject Lead
- Viktoriya LymarHead of Branding & Design
- Vero YuvakaevaDesigner
Other Projects
You May Also Like:
HAVE A SHOPPING MALL MARKETING CHALLENGE
Fill out the form and we’ll contact you within one business hour to discuss your marketing goals