Toronto’s Fairview Mall is celebrating 40 years of fashion with a contest that gives shoppers the chance to patent their style for daily prizes.
Shoppers are encouraged to stop by the “Patent Office” to have their picture taken, which is then uploaded to PatentYourStyle.ca, where daily winners will be drawn for a chance to win a $40 gift card, good at any Cadillac Fairview mall.
On the final day of the campaign, all submissions will be included in a draw for a grand prize of $4,000 in gift cards.
The “experiential” campaign allows shoppers to express their individuality, said Melody Fallis, Fairview’s senior marketing director.
“Instead of trying to make everyone over we’re looking for people who enjoy fashion and who want to take part in celebrating that,” she said.
This marks the first effort from Extreme Group‘s Toronto office since landing the account last month. The agency already handles creative for two other Cadillac Fairview properties–Sherway Gardens and Shops at Don Mills.
“Fairview Mall has made some significant investments in continuing to build their brand, so to celebrate their 40th anniversary we wanted to make sure we did something that would reflect the individuality of both Fairview and their shopper,” said Mike Bevacqua, group account director, Extreme Group, in a release.
Fallis said the agency would continue to create new experiences in the coming months to help give the mall “a little more dominance in the market.”
“We have gone through a lot of changes and our customer is still unaware of some of the retailers we have at Fairview,” she said.
In-mall signage, transit shelter ads, TTC posters, online and radio ads support the campaign.
