Halifax Shopping Centre has launched a holiday-themed contest and new creative executions as part of its ongoing “I need, I want” campaign.
The creative includes television, print and out-of-home work that, like the shopping centre’s fall campaign, positions the mall as a destination for more than just basic necessities.
The concept has been adapted for the holiday season in the TV spot, which opens with the words “I need: more tape” superimposed over a roll of tape before pulling back to reveal a living room stocked with gifts. The second super says, “I want: to spread the joy this season.”
The creative was developed by Halifax agency Trampoline.
The contest component invites consumers to text a shortcode with a message that includes the words “I need,” followed by a description of an item or service they desire for the holidays. Each entrant will be eligible for a draw for a $1,000 mall gift certificate.
“We wanted to have the contest element connect to the brand idea,” said Brad Dykema, creative director at Trampoline. “People want to have a great Christmas, but of course what makes a great Christmas is different for everyone.”
The new brand spots launched earlier this month, while the contest began yesterday.