It’s hard to find the perfect gift for someone, but the real challenge is finding a good place to stash it.
Cadillac Fairview has the answers in a new nine-part video series produced by Notch Video. The tongue-in-cheek videos have step-by-step instructions on how to creatively hide gifts, from placing a perfume bottle in an empty soup can, to duck-taping a snowboard to the blade of a ceiling fan.
“[The campaign] is about having some fun and engaging with our consumers in a lighthearted conversation, at a time when people may need that stress relief,” said Craig Flannagan, VP of consumer marketing at Cadillac Fairview, whose malls include CF Eaton Centre and CF Sherway Gardens. “Some of the hiding hacks are fully legitimate and you can use them… and some of them are borderline outrageous.”
The digital campaign is being featured on the websites of all 20 CF properties through Dec. 24. Consumers can also submit their own holiday hiding hacks using #CFHidingHacks for a chance to win a $100 CF gift card.
Shoppers can also text Cadillac Fairview’s new text concierge service, CF Shop Text for ideas on hiding spots for gifts they just purchased.
The campaign is being promoted and advertised on Facebook, Instagram and Twitter.
North Strategic (which owns Notch Video), is managing PR and social media; Traffik Group created the strategy and in-mall signage; BBR Media handled the digital media; and SapientNitro created the digital hub to host the videos on CF websites.
