Chengdu International Finance Square: CDIFS “Fun in the AiR” AR Exhibition – digital campaign to boost recovery economy

Chengdu IFS (CDIFS), a top-ten shopping centre in China, launched its digital campaign Fun is in the AiR to boost the post-lockdown economy.

Background

With the world on lockdown due to COVID-19, China's top-ten shopping mall Chengdu IFS (CDIFS) also had to shorten office hours by half for two months. However, in April, with the pandemic still hanging over us, full-scale business resumed.

Challenges

  1. User habits: Shopping shifted mostly online, needing much stronger motivation to draw consumers out of their homes to join events.
  2. Operations: All store decoration was minimized for hygiene reasons; very few installation workers were available for work.
  3. Tenants/media: The retail environment was depressed; tenants craved new excitement to cut through the cluttered pandemic news and create media exposure.

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