Objective
Originally, the task was to create awareness for a new playground branch opening at a shopping mall. The initial plan was a simple mascot appearance with flyer distribution. Midway, however, the client shifted expectations — they wanted measurable ROI and KPIs tied to ticket sales and event registrations.
Approach
To meet this new requirement within a limited budget and small space, I rethought the campaign. Instead of just flyers, we designed an interactive Snakes & Ladders-inspired game (Journey to LuLu Land) that aligned with the space theme.
Concept Evolution
Draft
Initial draft sketched on paper to calculate game mechanics.
Design
Approved Snakes & Ladders vinyl design ready for print.
Execution
Life-sized vinyl game sheet installed at mall activation.
Game Rules
- The Black Hole: Player cannot continue if the counter lands here.
- The Eve’s Leap: Player moves forward 2 spaces when landing on Eve sticker.
- Prize or Play: Player can choose a prize or continue the game.
- Winner Prize: Winners received a LuLu Land ticket with free rides.
Execution
- Sold 100 early bird tickets online in just 4 days.
- Achieved nearly 300 event registrations, surpassing KPI.
- Developed a cost-efficient yet engaging activation by printing a life-sized vinyl game board and dice.
- Integrated the mascot into the storyline to guide participants “from Earth to LuLu Land.”
Challenges
- Pivoting from a flyer-only plan to a KPI-driven campaign midway.
- Playground elements were not portable, making setup challenging.
- Tight budget required creative solutions without compromising impact.
Results
The campaign exceeded expectations, delivering both sales and awareness while staying within scope and budget. The activation not only generated mall buzz but also left a memorable brand impression through gameplay.
My Role
I managed the client’s changing expectations, oversaw Facebook Ads, and coordinated creative execution. I also ensured the revised concept met both ROI demands and budget constraints.
Featured Skills: Strategic Pivoting, Project Management, Budget-Friendly Creativity, Facebook Ads