Pastel, the agency that provides integrated brand experiences, has developed and implemented the anniversary concept marking seven years of Sun Plaza’s existence in Romania. After winning the pitch early this year, the anniversary of Sun Plaza became a mix of technology and customer engagement where the focus was placed on transforming all visitors, regardless of age, into special guests at a sensational celebration.

„For us, collaborating with Sun Plaza represents a very special moment in our development as an agency and regarding the experiences that we create. It’s the culmination of 10 years of experience in all that represents the establishment and development of a direct contact with the consumer through various activations in the galleries and commercial centers. We are happy to have been able to provide a concept that focused on a valuable insight: the fact that these 7 sensational years were possible because of those who come here every day”, said Dana Nae Popa, managing director Pastel.

The long awaited moment of the arrival of the anniversary cake was transformed into a delicious treat. 1,000 desserts specially baked for this event were served. The atmosphere was completed with the special appearance of Jazzapelle who transformed their voices into musical instruments while their lyrics surprised the visitors in different corners of the shopping mall.

The process of integrating technology for sensational experiences was completed by the prizes offered by the center. The visitors had the chance to win VR glasses, smart watches or a Home Cinema System.

To get a quick glimpse of Sun Plaza’s Sensational Anniversary, you can watch a video summary here.

The agency’s team that worked on this campaign included Irina Gingu, Creative Director, Ioana Penu, Copywriter, Manuela Silica, Senior Account Specialist, Cristina Oncescu, Senior Strategic Planner, Mihaela Stoica, Client Service Director.

Romanita Oprea