The busy working mom on the go requires a shopping mall that will meet her needs – a place where she can get a hot dog and a cashmere scarf and check her coat, should she so desire.

Making the mall a destination – its own brand – is the goal of a new campaign by Flavour for seven Cadillac Fairview malls across Ontario.

The campaign is part of a new look for the malls – some of them, including Lime Ridge Mall in Hamilton and Hillcrest in Richmond Hill, have gone through recent renovations – and all feature a variety of amenities. The creative, comprising eight different executions, will be rolled out during the week of Sept. 9 and will include transit ads, P-O-P within stores, billboards and magazines.

Cadillac Fairview offers a range of services in some of their family-oriented malls such as comfortable waiting chairs, locker services and stroller rentals. Eva Smolak, director of portfolio marketing for Cadillac Fairview, says the services aren’t new, but that the company has never conveyed to customers what amenities were available. ‘It will break down barriers to shopping,’ says Smolak.

Craig Cooper, CD of Flavour, says most people go to a mall and have a specific store of choice or item they need to purchase. But if you can make the mall a place where people can relax and get a range of both shopping and convenience services, they’re more likely to stay. ‘It’s about the selection you can get at the mall, and adding value to the shopping experience,’ says Cooper. ‘If you can get people to stay longer at the mall, studies show they will spend more money.’

Cooper says he wanted the executions, which highlight different services offered, to veer away from traditional mall advertising. One billboard shows a scotch tape roll filled with a film strip and the tagline, ‘Cinema. Gift Wrapping.’ – emphasizing the variety offered at the shopping centres. ‘Most mall ads use stock photos such as a bunch of flowers,’ says Cooper. ‘They don’t engage you in any way.’

The campaign targets families and females between the ages of 25 and 54.

Credits

Agency: Flavour

Copywriter: Ryan Wagman

Art Director: Marissa Mastenbroek

Creative Directors: Craig Cooper/Briony Wilson

Planning: Aldo Braccio

Account Service: Michelle Prowse, Martha Rave

Production: Chris Ramirez, Paula Harding

Photographer: Ian Campbell