Advertising Campaign | Eastview Mall
Situation Firmly establish the mall as the premier area shopping mall and increase traffic flow with an advertising campaign for the Rochester, Buffalo, and Syracuse markets.
Challenge Position Eastview Mall as a destination, rather than just a place to shop, in order to keep customers in the mall for longer periods of time.
Increase brand awareness in the Buffalo and Syracuse markets
Plan an advertising campaign with enough flexibility to last several years. All content, including theming, photography, video, and illustration, would be collected in time for the first season and be used for two subsequent seasons. Content needed to remain fresh and exciting each season. TV spots would be edited for 15 and 30-second spots.
Solution K2 developed a theme for an advertising campaign to last throughout the 3 major shopping seasons and to position Eastview as a luxury and fun shopping experience. “For all the sunny days, the books and sweater days and the holidays” provided the text around which to create a fantasy of the seasons. The props and sets were created in such a way that was extremely innovative. Thousands of lights and hand-crafted birch trees and snowflakes set the scene for the Christmas season. Tactics included branding, TV, radio, web banners, mall display video ads, print ads.
Results A highly successful shopping season exceeding expectations relative to the soft economy. Sales for Eastview Mall increased by 3% over the previous year sales. Stores in the mall reported an increase in customers from the Syracuse area.