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:

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.

Execution:

Themed Weekend Entertainment

Step 1

Throughout the mall, we hosted themed shows and children’s activities, which were refreshed weekly to encourage repeat family visits.
Seamless Loyalty Integration

Step 2

At 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 Mechanics

Step 3
1. Scan the QR code at the stand.
2. Earn a “visit mark” and loyalty points.
3. Automatically enter the final prize draw.
Prize Structure

Step 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 Experience

Step 5

A unified visual identity was developed for the campaign, including a branded info corner, event stage, staff uniforms, and digital assets.

Results:

Новая традиция для семей

Создан прецедент регулярных, ожидаемых мероприятий в МЕГА. Концепция «Праздники Проказников» стала узнаваемой среди семей с детьми из Химок и северо-запада Подмосковья.
Долгосрочный эффект от брендинга

Айдентика 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

"The secret of the success lies in a systematic approach. This is not a one-time promotion, but a series of events with a unified identity. When parents see the familiar design and realize it's 'those very holidays' where their child had a good time, the barrier to a return visit is lowered."

Ekaterina Sichkar

founder of SICHKAR GROUP

Project Team:

INGKA / MEGA Khimki

Client
Ekaterina Sichkar

Founder of SICHKAR GROUP
Yana Belousova

Head of Creative & Strategy
Yulia Filatova

Project Director
Anastasia Yurchenko

Project Lead
Viktoriya Lymar

Head of Branding & Design
Vero Yuvakaeva

Designer

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