Shenzhen malls empower women with multiple guerilla stunts

Several shopping malls in Shenzhen have moved beyond traditional marketing this International Women’s Day (IWD), launching guerilla stunts designed to genuinely empower and encourage women.

At Bantian Vanke Plaza (坂田万科广场), the initiative features film-style ticket stubs displayed throughout the venue. Each stub carries an inspiring quote, aiming to honour every woman.

Furthermore, the mall has also displayed a gigantic banner in its main square on the ground bearing a classic line from Anne of Green Gables: "I don’t want to be anyone but myself" (除了我自己我不想成为任何人).

Elsewhere, quotations from iconic films are displayed on oversized ticket stubs across the property. On the mirrors in the women's restroom, a message appears for anyone who looks into the glass: "The person in the mirror deserves all your affection" (镜子里的人值得你所有的偏爱).

The campaign also extends to the mall's Metro entrance and external LED screens, where further empowering phrases are on display.

To encourage participation, the mall has launched a "check-in and claim" promotion running from 7 to 15 March. Shoppers who register as members and follow the mall's official Xiaohongshu account can collect a free customised ticket stub bearing the slogan "put yourself first" (置顶自己).

Early responses on the mall's social media channels are positive, with many users saving images of the installations to share across their own platforms, according to a review by MARKETING-INTERACTIVE.

Moreover, other shopping malls across Shenzhen have also joined the conversation by displaying their own messages of support on LED screens.

Shenzhen Joy City greets shoppers with the wish: "May the women of Shenzhen earn big money" (祝深圳女性赚大钱). Meanwhile, Haiya Mega Mall's LED screen displays: "May we stand tall and proud" (祝我们昂扬铮铮).

MARKETING-INTERACTIVE has reached out to the malls for more information. 

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