Attracting 4,000 Guests in 18 Days at Gorod Lefortovo

A case study on the implementation of the "Viki Show" in the Lefortovo Shopping Center

How We Attracted 4000 Guests in 25 Days: Executing the 'Viki Show' at Gorod Lefortovo Shopping Centre

Reading time: 7 minutes

Client

Gorod Lefortovo Shopping Centre is one of Moscow’s largest retail and entertainment destinations. The centre focuses not only on shopping and gastronomy but also on creating memorable experiences, developing events that engage families and give them a reason to visit and stay longer.

The partner for this large-scale event was Viki Show — one of Russia’s most popular children’s brands. The project format combines play, creativity, and kindness, and Vika herself is a true star among children. This collaboration created an event that instantly captured the interest of family audiences and ensured high engagement from the first announcements.

The Challenge

On March 4, we received a request from Gorod Lefortovo Shopping Centre:
"We need to organise a Viki Show concert with an autograph session, activities, a promotional campaign, and full event support. The deadline is 18 working days."
We understood this wasn’t just a concert, but a full-scale event experience for families. There was no room for error and not a minute to spare. Our responsibilities spanned from the initial idea to the final applause on stage.

We needed to:

Launch a promotional campaign from March 15 to 29.
Organise activities on the concert day.
Prepare a safe and comfortable autograph session.
Develop a customer journey map (CJM) for easy guest navigation.
Create a landing page, design and produce all merchandise, and design the stage and promotional zones.

Recruit and train a team including security, promoters, photographers, and coordinators.
All within a tight timeframe, engaging 1200+ guests, with a focus not only on spectacle but also on crowd management, safety, and the overall guest experience.

The Solution

We proposed a two-phase approach

Phase I: Promotional Campaign — Generating audience interest before the event. The client provided a ready-made promotion mechanic involving receipt scanning via a Telegram bot. For each receipt over 3,000 roubles, visitors could participate in a "Grabber Game" to win Viki Show merchandise. We executed all campaign elements, including landing page development, delivery of the branded grabber machine to the mall, print materials, and merchandise.

Phase II: Viki Show Concert — A large-scale concert surrounded by various activities: free t-shirt customisation zones, a glitter bar, a "Dance Machine," and a popcorn station. All event elements were meticulously planned, fully branded, and executed with a high focus on safety and visitor communication.

Execution

Briefing and Concept Approval

Step 1

The process began with a client briefing to finalise all concept details and campaign mechanics.
Promotional Campaign

Step 2

We developed a campaign landing page, prepared print materials and merchandise (including sticker packs, toys, and keyrings). All graphics were approved record-fast — the landing page was ready for its first review on March 7.
Activity Coordination on Event Day

Step 3

On the concert day, we set up activity zones including t-shirt customisation, two makeup artists at the glitter bar, a popcorn station, and the dance machine. Unique navigation signs were placed at each zone to help guests orient themselves.
Logistics and Safety Assurance

Step 4

We assembled an event team, including security and guest-facing staff. All event logistics were planned down to the smallest detail, from activity zones to the autograph session. A security team with a German shepherd conducted a sweep for explosives before the event.
Concert Delivery

Step 5

On the day, over 4000 guests attended. The FRESH BLOGGERS team warmed up the crowd with an opening performance. Everything went according to plan: activity zones, the autograph session, prize draws, and seamless work from the media team.

The event went very well. Thank you so much for taking on this crazy idea and helping us organise everything to the highest standard. We managed to make everything brilliant: from safety (which was one of the most complex aspects at this venue) to all the activities.

Veronica Krivenkova

Marketing Manager, Gorod Lefortovo Shopping Centre
Organising such an event in 25 days is no easy task. But when a team has synergy, trust, and a clear focus, everything is possible. This case is an example of a rapid launch without compromising on quality. This approach can be applied to any shopping centre, corporate event, or promotional project with a tight deadline.

Anastasia Oleynik

Project Manager

Results

March 4 (evening)

Received the task to prepare a large-scale event in a record timeframe.
March 7 (12:01)

Delivered the completed event landing page for its first review — just the third day after receiving the brief!
18 working days

were all it took to prepare both the promotional campaign and the Viki Show event itself. All details were perfected without a single client revision.
We coordinated 17 design layouts

for the promotional campaign and 26 layouts for the concert.
We approved 5 briefs and scripts

to ensure all events were perfectly organised.
>50

Excluding the mall’s own staff, over 50 personnel worked the event: coordinators, promoters, helpers, photographers, and videographers. (And 1 dog!).
>4000

guests attended the concert, confirming the event’s success.

Project Team

Ekaterina Sichkar

Founder, Creative Agency SICHKAR GROUP
Anastasia Oleynik

Project Manager
Yulia Filatova

Project Director
Yulia Kovalenko

Project Department Assistant
Viktoria Lymar

Head of Branding & Design
Yana Belousova

Creative & Strategy
Denis Gultsev

Creative, Ideas & Copywriting
Viktoria Barinova

Creative, Ideas & Copywriting
Ekaterina Filippova

Designer
Anna Stefkina

Senior Designer
Veronika Drovnyashina

Director of Client Relations
Maria Burdina

Account Manager

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