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Amazon casts a spell on the Pasing Arcaden for Children’s Reading Day

Key Facts

  • Witch's house in front of the Pasing Arcaden entrance
  • Fairy tale readings in the cosy reading room
  • Amazon fairy tale collection as a give-away

“Crunch, crunch, crunch, who’s nibbling at my little house?” Many visitors who came to the Pasing Arcaden in September 2019 thought of this well-known sentence from the story of Hansel and Gretel. Because in front of the stylish 4-star shopping centre, passers-by were in for a truly fairytale surprise: Amazon had invited them to a children’s reading day and set up a lifelike witch’s house on the forecourt of the mall in the Bavarian metropolis. It wasn’t just the little ones who were wide-eyed when they saw the quaint, richly decorated shelter.

The online retailer delighted the customers in Munich with a campaign that was better than in a fairy tale. Because brave ones who ventured inside the wooden hut did not have to fear the evil witch from the Grimm’s tale. Instead, they could take a seat in one of the cosy nooks and listen to the hourly readings of classics such as Snow White, the Frog King and of course Hansel and Gretel, but also exciting and beautiful new interpretations.

Fairytale like promotion in a family friendly ambience

Stiftung Lesen (Reading Foundation) initiated the campaign on the occasion of World Children’s Day. The ambassadors wanted to use the unusual event to arouse enthusiasm for books among their audience. But that was not all: to provide little bookworms with enough reading material, Amazon came up with a surprise. Together with the Foundation, the mail-order company brought out the enchanting story collection “Once Upon a Time – New and Classic Fairy Tales”. The stories in it are about beautiful princesses, lovely elves and tiny dwarfs and are made for fabulous reading sessions. All visitors to the Pasinger reading room could enjoy a free copy.

The centrally located arcades are a popular meeting place for families from the district and the surrounding area with their diverse range of over 150 shops. In the centre, which has won awards for its service, they can shop in a relaxed atmosphere. Ideal conditions for the event day with a colourful programme for the little ones. Between the readings, they were able to work in the attractive craft corners in front of the crunchy house built especially for the promotion. The late summer sunny weather rounded off the experience.

Online retailer attracts new target group offline

The promoters on site were delighted with the positive response from the many children who flocked to the fairytale room throughout the day. And their parents were also thrilled by the imaginative set-up. Amazon succeeded in making an unforgettable appearance offline as well. The world market leader, which once started as an online bookseller, remembered its origins and made a name for itself with numerous potential future customers.

Of course, such attention-grabbing advertising and promotional opportunities are also available to other retailers and brands. Whether it’s events for product presentation, pop-up stores or stands for brand staging: in the Pasing Arcaden you are sure to attract the attention of your target group.

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