- Targeted media campaign for the film release of "Frozen II"
- Use of the extraordinary innovative advertising media in Westfield Centro Oberhausen
- Accompanying interactive activities for centre visitors and fans
A three-metre-high snowman greeted visitors to Westfield Centro Oberhausen in the mall’s central dome at the end of November 2019. The larger-than-life figure of Olaf from the Disney series “Frozen” attracted everyone’s attention for over a week as part of a large-scale advertising campaign for the film release of ” Frozen II”. For a whole week, the fairytale characters from the sequel to the hit film ” Frozen” greeted visitors throughout the shopping centre and got them in the mood for the wintry adventures of Queen Elsa, Princess Anna and Co.
The many unique presentation possibilities of the superlative shopping and leisure centre in the middle of the Ruhr region were used to the greatest possible advantage: On the UDS (“Unexpected Digital Signature”), the only 360° LED advertising medium in Germany, in the central dome, on escalators, lifts and doors: eye-catching moving images, posters and stickers were everywhere to spark curiosity about the computer-animated Disney hit.
The Westfield Centro is a regular venue for such spectacular productions and product launches. As a meeting place for shopping fans from the entire surrounding area and tourists from neighbouring countries, the centre is an excellent venue for high-profile releases and advertising campaigns. Additional interactive activities, where visitors can experience brands and events up close, create unique experiences.
This was also the case with “Frozen II”: In the course of the promotion, activity books on the film were distributed in the mall, which gave young and old film fans a taste of Queen Elsa’s enchanted journey in search of the mysterious voice. A photo wall was also available for an unforgettable souvenir with the screen heroes.
A favourite at the box office
The queues were not only long there, but also big turnouts at the cinema box office. The enchanting animated movie had already set attendance records on its opening weekend and is one of the 10 most successful films of all time in box-office terms. The accompanying soundtrack also received awards: three gold and one platinum.
Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. Whether events for product presentation, pop-up stores or stands for brand staging: in the Westfield Centro you are sure to attract the attention of your target group.