Richmond Centre In a bid to help this Vancouver-area mall attract higher-profile retailers, PJDDB focused on the serious shopper: people who spend a significant amount of time indulging their need for shopping. They positioned Richmond Centre as the place for people who love to shop. The ads show people demonstrating their passion for shopping in all kinds of ways and in all kinds of situations: at work, at home, even at the mall itself. The link was reinforced with the tagline, "For serious shoppers." The result was a 3% increase in sales and an even bigger jump in awareness.
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