Cadillac Fairview owns and operates approximately thirty of Canada's prominent shopping centres. It launched an industry first - the shop! card® - a gift card redeemable in any of its shopping centres.
Gift cards are becoming one of the most popular gifts in Canada and spring is the second busiest shopping season. Cadillac Fairview needed a campaign that would help build awareness and sales during this very important retail time. It also needed a concept that would be championed by its different marketing directors across Canada.
The challenge was to develop a national campaign that would meet the marketing objectives on a limited budget and develop packaging to position the gift card as a thoughtful gift.
T4G's solution to this challenge was a carefully planned and executed communication plan that stretched the marketing dollars to include a specialty network TV buy, an online contest, in-store signage and packaging. We wanted to reach the shopping community. The concept involved a campaign showcasing the shop! card in a contemporary fashion that evoked a joy of the shopping experience. We believe the consistent integration of the campaign theme throughout each execution helps achieve the effect required.