CPI Property Group: Reopening campaign
The "Happiness Days" campaign was launched to announce the reopening of shopping malls after the Covid-19 lockdown in spring. Following weeks of restrictions, isolation, and anxiety, CPI PG shopping centers across the Czech Republic were prepared to welcome customers back. The campaign needed to be developed rapidly, as it had to be ready within 10 days due to uncertain government regulations. Research indicated that customer motivations during this time revolved more around finding bargains rather than leisurely browsing or socializing in malls. The goal was to develop a cohesive communication strategy that could be applied across all shopping centers, with minor customizations based on each center's brand guidelines. The project included everything from the creative concept to the campaign mechanics, graphic design, copywriting, and final execution. During the pre-launch phase, digital media was utilized to update customers about the reopening plans. After the launch, a varied media strategy, including out-of-home advertising, was implemented to maximize reach among the target audience while ensuring clear communication about the reopenings, visitor safety, and store promotions. A key focus of the campaign was to alleviate customers' safety concerns due to the pandemic, emphasizing themes of shopping safety, customer care, and discount offers.