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Mothers’ Day and Black Friday
BRIEF
To leverage Mother’s Day as the second peak retail period, Eastland is hosting a three-day promotional campaign to drive visitiation and spend in centre. The campaign will offer complimentary and exclusive pampering experiences, enhancing the customer experience and making local mothers feel extra special for Mother’s Day.
Eastland then re-enlisted The Event space to repurpose the Mothers Day set for their annual Black Friday camapign. The overarching theme was all about play – adding an extra layer of excitement to the shopping experience through interactive and indulgent activities.
RESPONSE
The Event Space introduced ‘The Pamper Lounge’ and ‘The Beauty Studio’ to Eastland, each brought to life with custom-built walls framing the activation spaces. The Pamper Lounge featured elegant wainscoting, gold lettering, custom-colored lamps, and pink velvet draping, creating a luxurious atmosphere for complimentary manicures, express massages, and live music. The Beauty Studio, crafted in collaboration with Mecca, showcased a stunning backdrop and lush furniture for makeup masterclasses, accompanied by gift bags filled with Mecca products for attending mums. Two pink-suited male models gracefully roamed Eastland, distributing luscious floral arrangements, completing the immersive experience for all Eastland mums.
Through a creative transformation of the Mother’s Day set, we curated an exclusive Black Friday experience blending discounts with luxury and fun. Partnering with Champagne Dame, Kyla Kirkpatrick, we offered customers an elegant in-center bar experience, where they could unwind with a drink and enjoy oversized connect 4. We revitalized the bar with a fresh coat of paint, integrated a stunning champagne display, and ensured a sophisticated and enjoyable Black Friday. To further amplify excitement, we revamped Eastland’s interactive spin wheel with the campaign’s creative, providing customers the chance to spin and win fabulous prizes.
