The Sea of Balls 2013
Colombia’s Biggest Ball Pit
Documentation
Centro Comercial Santafé Medellín P.H.
Mar de Pelotas 2013
Sea of Balls 2013
In times when people long for
experiences, Santafé Medellin
decided to build the largest ball pit
of Colombia, our Sea of Balls, to
drive sales and delight shoppers.
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Centro Comercial Santafé Medellín P.H.
Mar de Pelotas 2013
Sea of Balls 2013
Santafe Medellin
decided to build a Sea
of Balls, something
simple, family oriented
and thought to bring
childhood
remembrances in our
visitors, but in a big,
huge scale.
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Centro Comercial Santafé Medellín P.H.
Mar de Pelotas 2013
Sea of Balls 2013
We divided the sea in
three areas, to make the
space safe and
comfortable for all ages,
with different
experiences for 3 group
ages:
50 people, during 6 days
were needed to construct a
561 m2 ball pit, with 350.000
color balls.
In the center of
the sea we
installed a
climbing wall to
add thrill for
teenagers.
Children
Babies
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Centro Comercial Santafé Medellín P.H.
Mar de Pelotas 2013
Sea of Balls 2013
Boosting Sales and Footfall
To add for the
excitement and drive
footfall to stores, we
teamed with retailers to
have prized balls all over
the teen&adult sea. The
lucky swimmer could
then claim a gift at the
participant store.
As the main marketing
goal was to increase
sales, mall purchases
were required to enjoy
the Sea of Balls (>US$
50). A thoughtful
admission program was
designed, to encourage
footfall on weekdays, by
lowering the purchase
amount required.
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Centro Comercial Santafé Medellín P.H.
Advertising
We designed an advertising campaign for radio, billboards,
and print.
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Centro Comercial Santafé Medellín P.H.
Publicity
As a PR strategy, we disguised a person as a diver, who went to
newsrooms, handing goggles to journalists, along with a press kit and an
invitation to the sea.
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Centro Comercial Santafé Medellín P.H.
And it ran again…
Although initially planned
for a 7 week period during
April and May, due to the
success and pleas from
customers, we ran the event
for 5 additional weeks
during June and July to
cover vacation time. This
time we changed the
climbing wall for a set of
slides.
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Centro Comercial Santafé Medellín P.H.
Integrated Digital Campaign
We developed an
integrated digital campaign
to amplify the event and go
viral, including Facebook,
Twitter and YouTube; for
the latter we produced a
time lapse video of the
“making of”.|
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Centro Comercial Santafé Medellín P.H.
The Sea all over the mall
We designed
ocean inspired
decorative figures
with colorful
plastic balls that
were placed along
the mall.
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Centro Comercial Santafé Medellín P.H.
Results
Overall, 118.240
people enjoyed the
experience by
“swimming in the
pool”, a 411% increase
from the 2012 events
developed in the same
periods.
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Centro Comercial Santafé Medellín P.H.
Results
Debit & credit card sales, as reported by MasterCard and
Visa, grew 12% during those months; more than 4.000
gifts from retailers were given away, generating additional
sales for them, as winners were asked to pick them at
stores, where their sales associates made sure to up sell
clients.
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Centro Comercial Santafé Medellín P.H.
Our Sea of Balls
was tagged and
present in
international social
media pages, like
9gag, Meme
Center, The Chive
and Pinterest.
Results
We obtained
20.765 additional
Facebook fans, a
74% increase
from our March
base.
Our “making
of video”
got 31.994
views in
Youtube
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Centro Comercial Santafé Medellín P.H.
Results
Our publicity efforts
resulted in information
broadcasted in television
(2 TV notes), printed in
newspapers (6 articles)
and on the Internet (4
articles), plus multiple
retwits and shares on
Facebook.
During the 12 week period activity (April to July) we maintained #1
spot in Top of Heart, according to the syndicated study RAC, which
makes monthly audits to the Shopping Centers industry in Medellín.
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Centro Comercial Santafé Medellín P.H.