A traditional Chinese Christmas?
In a country where Christmas has no cultural roots, can even a luxury shopping mall stand above and apart from its myriad of competitors and make the season something more engaging than a year-end sales drive?
December-long anticipation
Plaza 66 wanted to connect with and entice more of Shanghai’s wealthy shoppers. Based on our experience in China, we created ‘Santa’s Atelier’.
This was a vivid bringing to life of Father Christmas’s workshop, demonstrating in superb detail and live performance how his gifts are made. As vital as the construction itself, we developed a December-long on- and offline campaign which built anticipation with an invitation to ‘enter Santa’s Atelier’. The result was a stand-out concoction that combined luxury and Christmas in the hearts and minds of Shanghai shoppers.
