Integrated campaign to transform MoS into Scandinavias most magical Christmas destination with an immersive, shareable, and interactive holiday experience for families and young professionals.
Clear goals were tied to business value, brand perception, and loyalty:
Increase footfall by +4% compared to the previous year (campaign period).
Recruit 7,000 new loyalty club members during the period.
Create and maximize PR value through a 360° implementation with focus on newsworthiness and uniqueness.
The Kingdom of Christmas aimed to transform Westfield Mall of Scandinavia into Swedens most visited Christmas destination. Visitors were encouraged to participate in interactive activities, share experiences online & creating emotional connections with the brand. They should learn that MoS offers more than shopping and the integrated event experience aimed at reshaping positioning MoS as an experience-led destination, while generating measurable business impact, loyalty sign-ups and social engagement. The PR should generate reach and engagement that not only attracted visitors but also built the brand’s long-term appeal.
In a market dominated by e-commerce we saw an opportunity to redefine Christmas retail. Insight: during the holidays, people change and become “Homo Christmasus” seeking wonder and immersive experiences beyond the ordinary. MoS had the space and platform to become the ultimate Christmas destination creating an experience on par with the most iconic seasonal celebrations & markets. The strategy fused tradition with interactivity: celebrity-hosted advent calendar, AI wishlists, an overnight influencer stay, the Christmas car, influencer gifts, in-mall parade & AR gamification transformed visitors from passive shoppers into active participants. Physical & digital elements, amplified by PR, social media and loyalty programs, created a seamless, shareable ecosystem. The Kingdom of Christmas was an emotionally resonant and commercially impactful world redefining what a retail Christmas should be, delivering measurable footfall, engagement and loyalty unlike any other campaign in the sector.
