Halifax Shopping Centre campaign offers consumers what they want

Halifax Shopping Centre has launched a new television and out–of–home campaign in an effort to show how the mall serves consumers’ wants as well as their needs. The 15–second television spot begins with an image of a woman’s lower leg in a long black boot with copy that reads, “I need: boots with a heel.” […]

Matt Semansky September 16, 2010

Halifax Shopping Centre has launched a new television and out–of–home campaign in an effort to show how the mall serves consumers’ wants as well as their needs.

The 15–second television spot begins with an image of a woman’s lower leg in a long black boot with copy that reads, “I need: boots with a heel.”

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As the camera moves up to reveal the woman’s other foot–which is bare and receiving a massage from male hands–a new line of copy appears: “I want: to bring him to heel.”

The spot ends with the Halifax Shopping Centre logo and the tagline, “Just what you want.”

Supporting the television ad are a series of billboards and posters that also employ the theme of needs versus wants. One billboard features the lines, “I need: a new bag” and “I want: my friends to hate me.”

Creative was developed by Halifax agency Trampoline Branding. Tyson Hynes, associate creative director, said the concept stemmed from the mall’s positioning as a higher–end offering compared to its local competitors.

The idea, said Hynes, is to appeal to consumers’ emotional–rather than purely functional–relationship to shopping.

“You can get a pair of jeans anywhere, but the jeans that you really want are only available at Halifax Shopping Centre,” said Hynes. “We wanted to establish that in the minds of consumers.”

The campaign launched late last month, following the mall’s teen–targeted back to school campaign.