What the brand needed
As the 2024 festive season approached, Menlyn Park Shopping Centre, based in Pretoria, Gauteng, sought to create an immersive and unforgettable experience for families visiting the mall during the busy festive period. With a goal of boosting foot traffic, engaging shoppers, and spreading holiday cheer, Clockwork’s activations team set out to create a unique, family-oriented festive experience that could stand out in a competitive retail environment.
Event Highlights
The ‘Gift That Keeps on Giving’ activation was an 18-day holiday event designed to engage families with a variety of interactive stations and activities. Key attractions included a giant snow globe for photo opportunities, live Cirk performances, workshops, and Gogo Claus – a South African version of Mrs. Claus – who captivated children with her festive storytelling sessions.
Another of the standout features was the Krispy Kreme Festive Creations station, where children could exercise their creativity by decorating classic glazed donuts with festive-themed edible decorations. This activity was part of a broader initiative to create engaging, family-friendly experiences within the shopping centre, ensuring that every visit brought a sense of holiday cheer and interactive fun for all ages.
The activation’s success relied on tenant collaboration, cultural relevance, and a festive, family-friendly environment. Partnerships with mall tenants, including Woolworths, Crocs, PNA, Toy Kingdom, and Rollercade, enhanced the overall experience and contributed to the festive atmosphere.
Insights and Execution
Clockwork created a visually stunning and family-friendly space, carefully designed to capture the holiday spirit and offer visitors an array of interactive experiences. Key installations included a large, interactive snow globe, gift-wrapping stations, the Cirk performances, and the Elf Workshop – each carefully curated to enhance the festive atmosphere.
Positioned in a high-traffic area, the snow globe quickly became one of the most popular attractions, encouraging visitors to step inside and take photos that would capture their holiday memories.
Two strategically placed gift-wrapping stations were operated by trained brand ambassadors, offering personalised wrapping services with a local touch. This not only contributed to the festive feel but also supported a charitable cause, with the proceeds donated to a local charity.
In addition to the attractions, live Cirk performances and workshops provided exciting and engaging experiences for families. Brand ambassadors helped manage logistics, such as indemnity forms, ensuring that everything ran smoothly.
By partnering with mall tenants and incorporating both traditional and culturally rich holiday elements, the event offered visitors a memorable experience that encouraged customer engagement and media coverage. We worked closely with a variety of tenants, including Woolworths, Crocs, Toy Kingdom, Rollercade, and PNA, to offer prizes and vouchers, making the event even more rewarding for participants.
The results
Menlyn Park Shopping Centre received extensive media exposure with 48 media items across traditional and social platforms during the campaign.
reach
impressions
engagement
positive sentiment
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