Showcase on Montreal
and more...
Role / Artistic Director
Seasonal brand activation series for Ivanhoé Cambridge Montreal centers: Montreal's 375th anniversary celebration, year-end holidays, Christmas, followed by back-to-school
The activation helped increase in-store traffic during Montreal's 375th anniversary festivities and celebrated the entire city in one place.
Goals
1. Promote
The activations aim to promote shopping centers and their franchises as a space for discovery and entertainment.
2. Engage
Through fun activities, the centers aim to attract their customers to the store, enabling the conversion of visits into purchases.
3. Reward
Multiple incentives are put in place to reward participants, thus allowing them to redirect to in-store purchases.
Pain points
The evaluation of pain points for activation campaigns was carried out in a generic manner with the aim of standardizing cases. More specifically, each activation has its own pain points depending on the context in which it is carried out.
1. Competition
During busy periods, competition between shopping centers is very tough and the differentiation between them is little known.
2. Conversion
Loitering is a widespread phenomenon in shopping malls, which does not necessarily lead to in-store conversion
3. Costs
Each seasonal activation campaign involves a significant cost that must be taken into consideration when budgeting annually.
Shopper marketing
The activation mechanics are thought out seasonally in low-cost, temporary production, to respond to a specific theme and allowing, through fun games, to increase traffic in the centers and encouraging conversion in stores by offering concrete incentives (gift cards, money, merchandise)
A playful vision
Each campaign was designed according to its playful character, we speak of the "entertainment" offered by the centers with the aim of offering a positive, fun experience enhancing the brand image and allowing the centers to differentiate themselves in an advertising-laden consumption space.
Showcase Partner in Montreal:
4U2C, Parhazard
Christmas Partner is in the box:
Mosaic, Videonerve
Partner The back-to-school:
Valtech / VertGlacis / LM Chabot - Éloi / VidéoNerve