Tauranga Crossing, the Bay of Plenty’s most vibrant shopping hub, has run a ‘Your Ticket to Win’ promotion since 2020. The goal for 2023 was to reimagine the campaign, making it bigger, more exciting, and more impactful.
We reimagined ‘Your ticket to Win’ as a ‘Lolly Scramble’ competition, tapping into something familiar and fun, while weaving in some Kiwi style ‘sweet as’ references. Part skill, part luck, lolly scrambles are all about trying to get the best sweets. Just like the ‘sweet’ prizes we have on offer.
A palette that pops
We stretched Tauranga Crossing’s brand guidelines to their vibrant extremities. The result? An explosion of electric hues that create an unforgettable, candy-crush inspired spectacle. Our choice of bold, dynamic typography harmonises with prize imagery to produce a compelling visual hierarchy that shouts to be noticed.
To drive real-time engagement, we organised on-the-spot lolly scrambles, turning young visitors into enthusiastic participants and, by extension, drawing their parents into the fun.
With this popular ‘Lolly Scramble’ campaign, Tauranga Crossing not only refreshed its promotional strategy but crafted an experience, fusing nostalgia and novelty to captivate an evolving audience – and reaffirm its status as the go-to retail destination in the Bay of Plenty.