CHALLENGE

Increase visitor traffic and boost sales at Minas Shopping during Christmas, one of the most competitive periods in retail.

SOLUTION

Creation of the “Christmas Dreams Parade”, a first-of-its-kind experience in Minas Gerais, featuring parade floats, elves and 20 characters from the children’s universe. The campaign combined live performances, an Enchanted Tree with giant Christmas ornaments and a promotion offering a chance to win a Volvo XC40 for every R$ 400 spent.

RESULTS

Minas Shopping recorded its highest Christmas revenue in five years, with 11% growth in visitor traffic compared to 2017. The campaign brought the first Christmas Parade to Minas Gerais and helped place the mall among the three biggest advertisers of the year at the Os Melhores da Propaganda Mineira 2018 awards.