Cadillac Fairview Markville Shopping Centre
Agency: Blueband Digital
Cadillac Fairview Markville shopping centre came with an ask to create a campaign for the busy Back-to-School season. The main objectives were to bring in-store traffic, promote the brand offering and position the centre as premium shopping destination.
We developed an integrated 360 campaign that reached the consumer through OOH, radio, social media and and in-store. We expanded on the fact that Back-to-School and the Fashion Week come around the same time to reach style-conscious consumers. By promoting the key trends for Fall season we positioned Markville as a style authority and fashion advisor. We created an online gaming microsite where consumers enter for chance to win CF ShopCard gift card to assist with shopping for the next season. To bring awareness to this campaign we aired radio spots on Chum FM, created OOH ads that were featured on subway platforms, bus shelter ads, TTC vehicles and billboards. We promoted the campaign via digital banner ads on fashion media websites like Flare and Fashion magazines. We supported the campaign through social media channels by developing a series of posts that expand on each key trend showcased by Markville in the campaign, with ideas on how to incorporate the trends into wardrobe. This campaign raised in-store traffic that translated into increased sales and brand awareness for the client.