---
title: LuLu Land – Playground Launch Campaign
---

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Project Highlight

# Playground Launch Campaign — LuLu Land

Pivoted a flyer-only plan into a KPI-driven activation that sold tickets, drove registrations, and created real mall buzz.

## Objective

Create awareness for a new playground branch at a shopping mall. Mid-campaign, expectations shifted — the client wanted measurable ROI tied to ticket sales and registrations.

## Approach

We reframed the activation as an interactive *“Journey to LuLu Land”* game inspired by Snakes & Ladders — designed for footfall, participation, and conversion.

Activation = attention → interaction → direct pitch → sale.

## Concept Evolution

Draft → Design → Execution

![Draft Game Concept](https://soewathan.com/hubfs/lulu%20land%20game%20sheet%20bts.jpeg)

Draft — mechanics sketched and tested.

![Approved Vinyl Design](https://soewathan.com/hubfs/lulu%20land%20client%20approved%20design.jpeg)

Design — client-approved vinyl layout.

![Installed Life-sized Game](https://soewathan.com/hubfs/lulu%20land%20real%20game%20sheet.jpeg)

Execution — life-sized board installed at mall.

## Results

**0** Early-bird tickets in 4 days

**0** Event registrations

**0**% KPI goal exceeded

## My Role

Managed shifting expectations, owned Facebook Ads, and coordinated creative + production to keep ROI targets and budget aligned.

**Skills:** Strategic Pivoting · Project Management · Budget-Savvy Production · Performance Ads

## Let’s work together.

Crafting activations that connect ideas to measurable impact.

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