- Donate blood and save lives!
- Free giveaway from the Blood Donation Service West
- Meal voucher for the complete catering area in the Ruhr Park Bochum
People in snow-white uniforms and many potential life-savers in the same place – from the end of July, this was part of the day-to-day life for the many visitors to the Ruhr Park Bochum for three months. In one of the most popular malls in the Ruhr area, shoppers could not only shop, but also do something good and donate blood: In the very first pop-up blood donation of the Blood Donation Service West of the German Red Cross (DRK). With over 150 shops and thanks to its favourable location on the A40 motorway, the location in the metropolitan area of North Rhine-Westphalia is the ideal location for such campaigns. The proof: on the very first day, around 80 first-time donors were recruited for the good cause.
Teamwork in extraordinary times
In the times of the Corona pandemic, the German Red Cross has used the innovative pop-up concept to actively contribute to saving human lives. Due to strict hygiene regulations, the organisation was unable to use its existing infrastructure in the form of the blood donation truck – the speedy availability of the 200m² shop space on the part of the Ruhr Park proved to be a real lucky find. The cornerstone for the success of the first campaign of this kind in North Rhine-Westphalia was the long-standing cooperation between all parties involved, based on great trust.
Shopping & saving lives
With this unconventional measure, the German Red Cross not only attracted the attention of window shoppers by chance, but also encouraged numerous interested people to make an appointment in advance.
Both the Ruhr Park and the Blood Donation Service West were pleased with the success of the creative promotion campaign: shoppers were able to help their fellow human beings with full commitment and also have their own blood group determined – the pop-up blood donation gave the German Red Cross an extra kick in terms of attention. If you want to know how much Unibail-Rodamco-Westfield also got personally involved, you can find more information on the blog.
These and other attention-grabbing advertising and promotional opportunities are of course also open to other retailers, companies and brands. Whether it’s events for product presentations, pop-up stores or stands for brand staging: at Ruhr Park Bochum you are sure to attract the attention of your target group.