Black Friday is a special event that, on the Romanian market, became pretty much owned by a single brand and every other player is just trying hard to get a piece of it by moving the event earlier in the calendar. We knew we had to go against the grain and come up with something disruptive if we wanted to engage our target audience: the young consumer.

That’s how the OMG IT’S HUGE campaign came to life, containing a series of bold, entertaining, double-entendre messages exploded in big black letters on pink gradient backgrounds. Everyone’s reaction when exposed to the awesome deals was placed right in front of them from billboards, posters, and print, to visuals and animations on socials, and even store stickers for maximum engagement.

The campaign was a hit, generating excitement between centers and tenants and being highly visible among similar campaigns that screamed discounts.
Social engagement went way up compared to previous Black Friday campaigns and the good mix of media channels helped the centres to increase foot traffic and achieve their goals.