Oct 23, 2008

Idea of the Week: Magic Coffee Cup Lures Shoppers to MallBy CMDGlobal.com

Promoting a shopping centre could be a dry task but one of Sri Lanka’s leading malls combined ground-breaking technology and an international publishing phenomenon to create an award-winning campaign.

The latest Harry Potter title, Harry Potter and the Deathly Hallows, was launching in the country and Odel wanted to ensure shoppers came through their doors rather than visiting a rival outlet.

So, one day a week before the book hit the shelves, on a table in the in-store coffee shop, a cup of coffee was placed beside a mocked-up copy of the book which carried the message “Book your copy right now for a deposit of Rs. 500”. However, a spoon placed in the cup was stirring the drink as if by magic. The stunt soon caught the attention of passers-by and hidden cameras recorded the reactions of the public.

While the incident was brief, it was uploaded onto various video-sharing sites and became popular across the country and the world, becoming the 40th most-linked clip on YouTube in the first week. It also gained intrigue internationally, gaining mentions in TV talk-shows and in local press.

By teaming up with such a globally recognised brand, which was also launching in the country and benefited from the exposure, Odel also gained powerful brand association.

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