Pastel, Romanian integrated brand experiences agency, developed and implemented a concept to mark the 7 years anniversary on local market for Sun Plaza mall. The agency won a pitch for the job and turned the anniversary of Sun Plaza into a mix of technology and customer engagement with focus on turning all visitors, regardless of age, into special guests at a sensational celebration.
For us, collaborating with Sun Plaza represents a very special moment in our development as an agency and regarding the experiences that we create. It’s the culmination of 10 years of experience in all that represents the establishment and development of a direct contact with the consumer through various activations in the galleries and commercial centers. We are happy to have been able to provide a concept that focused on a valuable insight: the fact that these 7 sensational years were possible because of those who come here every day
Dana Nae Popa,
Managing Director Pastel.
This being said, during the anniversary weekend, all those who were present at Sun Plaza were welcomed with a series of surprises and sensorial experiences that marked these 7 sensational years. The whole event represented a modern reinterpretation of everything associated with an anniversary. The senses of those who were present were spoiled a lot during this occasion.
Like any anniversary, saying „Happy birthday” was heard many times but this wish transformed into a sensation for both the celebrated ones and for the guests thanks to the way they were transmitted: personally, from a phonic cabin and with a special voice triggered by the helium balloons. With every step the visitors took the interactive floor would be activated showcasing Sun Plaza’s anniversary message, as well as turning into a playground little visitors would use.
The long awaited moment of the arrival of the anniversary cake was transformed into a delicious treat. 1000 desserts specially baked for this event to celebrate these 7 years of sensations were served. The atmosphere was completed with the special appearance of Jazzapelle who transformed their voices into musical instruments while their lyrics surprised the visitors in different corners of Sun Plaza.
The process of integrating technology for sensational experiences was completed by the prizes offered by Sun Plaza. The visitors had the chance to win VR glasses, smart watches or a Home Cinema System.
Sun Plaza’s 7 Sensational Years anniversary ended up offering a celebratory shopping experience to visitors. An experience that would energize their senses and offer them an extra something out of the ordinary, pulling them out of their daily activities.
To get a quick glimpse of Sun Plaza’s Sensational Anniversary, you can watch a video summary here.
pastel is a Romanian integrated communication agency specialized in creating brand experiences. Active for 10 years on the Romanian market, it has in portfolio clients like Beiersdorf, Bonduelle, Colgate-Palmolive Romania & Poland, Dacia & Renault, Jacobs Douwe Egberts, JTI, kika Romania, Mega Image, Mondelez, Omega Pharma, Podravka, Reckitt Benkiser, Royal Canin Romania & Bulgaria, Sandoz, Sensiblu, Societe Generale European Business Services, TCC, TenarisSilcotub.
Pastel team was formed of: Irina Gingu, Creative Director, Ioana Penu, Copywriter, Manuela Silica, Senior Account Specialist, Cristina Oncescu, Senior Strategic Planner, Mihaela Stoica, Client Service Director.