A Shopping Mall Christmas Campaign promoting something you cannot buy

Christmas is the biggest date in the retail calendar. Shopping malls usually rely on sweepstakes to attract customers. But if every mall is offering grand prizes, how could Iguatemi stand out? By giving something you can't buy.

The Greatest Secret of the World is a book about happiness and the simple things we can do every day to promote it. Twenty thousand copies were given to Iguatemi customers. And in a year when most malls saw a drop in December visitors, Iguatemi broke sales records.