Silesia City Center aligned itself with a powerful outside brand to entice shoppers to enter its Lover’s Lottery.
The Katowice, Poland, centre called on Swedish giant IKEA’s local branch to fully furnish the lottery’s grand prize: an apartment in the Oaks Terraces, a residential complex located right next door.
The first teaser was a 1:1 scale mock-up of the prize home, which shoppers could peruse in Silesian Square before being tempted by several other activities the centre hosted in and around the apartment, including baking gingerbread cookies, wine tastings and, on weekends, a chance to get free consultations with professional designers from IKEA regarding their home ideas and plans for this spring.
A media partnership with Radio Planeta 95.1 FM created awareness in the market and drove customers to the centre.
Shoppers had to make a minimum purchase of 100PLN (€28 or £22) during the month of February in order to enter the lottery, and they could pick up a coupon in one of three locations: near Saturn, in Tesco or at the centre’s information booth.
Each coupon consisted of two parts. The first one was for shoppers to detach, fill out and drop into the Lover’s Lottery box. The other was a scratch coupon with a chance to win instant prizes, namely sets of REKO wine glasses that IKEA provided for the contest.
The Lovers’ Lottery culminated on 1st March when participants gathered in Silesian Square for the 6pm draw.
"Based on our footfall data, over 998,000 clients visited the centre during the month of February. That means 15 percent more than during the same month a year before," said Marek Thorz of Kravow-based Firma Reklamowa Kuc, Silesia City Center’s agency.
"During the lottery we collected over 60,500 coupons."
Once the draw was completed, it was 39-year-old Krzysztof Gajda from Katowice who won the Oak Terraces apartment.
Gajda submitted 11 lottery coupons, most of which came from purchasing Valentine’s Day gifts for his wife.
The couple and their 17-year-old daughter Domenica will be able to move into their new place this summer.
The other lottery participants didn’t all go home empty handed, either.
"A thousand of them won a set of six REKO wine glasses," Thorz said. .