The long-awaited premiere of the “Barbie” movie and the viral trend of Barbiecore have  been keeping the audience's attention for more than a month, and with the release of the movie on the screens there is only more of devotees of the Barbie style. Arricano, a leading developer of shopping malls in Ukraine, used several tools to attract the audience to its shopping malls and increase traffic at the same time and created an omnichannel campaign in support of the main trend of this summer – Barbiecore. 

Arricano organized a Summer Holiday on June 22 in Prospekt shopping mall and RayON shopping mall in Kyiv in order to reach the widest possible audience of visitors. The company created Barbie Land in Prospekt shopping mall and RayON shopping mall with a corner with Barbie collectible dolls, a play area with a three-story Barbie dream house, as well as Hot Wheels tracks and cars. 

Specially for the event, Arricano developed AR masks for Kyiv shopping malls, which visitors could use during the event. Currently, viral masks are available online in the Instagram accounts of Prospekt shopping mall and RayON shopping mall. 

To strengthen the campaign in Prospekt shopping mall, Arricano updated the looks that are presented on the STYLISH STAGE – a kind of showcase inside the shopping mall, in compliance with the world-famous Barbiecore style, but with adaptation to the everyday wardrobe. Arricano shot reels with all the relevant looks for men and women that visitors can see on the STYLISH STAGE, and also additionally made photo content so that social media users could take a closer look at all the elements of the images. Clothing, footwear and accessories that make up Barbicore-style looks are available at VOVK, COLIN'S, SPRINGFIELD and women'secret stores.

“Considering the traffic we have received over the past week in our Kyiv shopping malls, we can safely say that we managed to immerse visitors in Barbiecore and strengthen the manifestations of tenants in our spaces. Collaboration with brands, their involvement in events that we organize in the shopping mall during the month, additional support for companies in digital and the creation of unique content specifically for brands are the main advantages of Arricano marketing, which in combination allow our tenants to increase turnover," said Inna Morozova, Marketing Director of Arricano.

To support the premiere of the "Barbie" movie in the cinemas of Kyiv shopping malls, Arricano held a draw of tickets in the social media of shopping malls and gave the lucky ones tickets for two in MULTIPLEX and Boomer. 

In addition, during the event on June 22, Arricano raffled tickets for the "Barbie" movie, Barbie collection dolls "Perfect Day" and "Barbieland" based on the film of the same name, UNO games "Barbie in the cinema" and many other prizes from partners in Prospekt shopping mall and RayON shopping mall. Currently, visitors to the shopping malls still have the opportunity to participate in online game draws on the pages of Prospekt shopping mall and RayON shopping mall on Instagram and win cherished gifts.

Partners: Budynok Ihrashok, ToyDiCo – official distributor of Barbie and Hot Wheels brands, MULTIPLEX, Boomer, Greek House, DECATHLON, Zolotyi Vik, BROCARD, JYSK, SRIBNA KRAINA, COLIN'S, ZARINA, VOVK, women 'Secret, SPRINGFIELD, brabrabra, Game Park, Fissman.