[ Elections Ontario | Richmond Centre | BC SPCA | Sun-Rype Fruit To Go | Super 7 ]

Richmond Centre

In 2002, DDB convinced Richmond Centre to stop thinking like a mall and start thinking like a brand. The result was a strong brand campaign, "For Serious Shoppers." Now the challenge for Richmond Centre was to evolve the "Serious Shoppers" campaign.

To do that, DDB wanted to find out even more about what motivates "Serious Shoppers." Through focus groups, the agency learned that shopping isn't just about fashion and buying new clothes. It's about the experience - it's about the hunt.

This insight resulted in a creative concept that celebrates the hunt and showcases snapshots of shoppers displaying their bounty. Through newspaper, radio, TSA's, billboards, movie slides, TV billboards and mall P-O-P, Richmond Centre continued to build on its overall brand of being the mall for "Serious (and we mean serious) Shoppers."

In phase one (Dec. 2002 to Dec. 2003), total sales volume increased 6.51%. This increase is significant given that the retail sales expenditures for the Greater Vancouver regional district only increased by 1.53% over the same time period. Campaign awareness, unaided awareness of executions, ad impression and intent to shop measures were at all-time highs.

A mall intercept study conducted in March 2003 showed that the average expenditure per customer increased by 6.9% from the previous year. Length of stay at the mall increased by 28%. The buyer conversion rate increased by 9%.

RADIO

Hanger	Sunrise
Tracked Down

PRINT

Hunter Bag	Hunter Boot Mag
Hunter Iron	Hunter Ottoman Mag
Hunter Pants	Hunter Prom
Hunter Shoe	Hunter Truck Mag
Hunter Watch