The objective of this award winning campaign was to promote brand awareness to better fit The Bay Centre’s new tagline, “The Centre of Shopping”. Build and expand on the corporate communication networks by increasing the mall’s Facebook page likes and e-newsletter subscriptions. We brought the client’s brand to life using a mobile “photo booth” pop-up display located in high traffic areas in the downtown core. The photo booth reproduced the Bay Centre’s advertising template using 3Dimensional signage, headline options, lighting, props and a professional photographer. The set up allowed passersby to step into the three dimensional ad and pose for a picture to complete their own Bay Centre ad and subsequent entry to the Picture Yourself Here contest. People could also enter the contest online by creating their own ad through the custom Facebook app.
TACTICS
Mobile photo booth, street teams, transit shelters, viral video, social media, and in-centre signage and collateral
