Shopping centre brands are very nuanced. For each property, one must build a brand that aligns nicely with the target market, and unique sense of place is important. But ultimately, the centre is a channel – a frame for the retail brands operating within it. So leasing efforts, and the ability of a shopping centre brand to mesh smoothly with the brands of its retailers, are absolutely paramount. When Southgate secured the largest LEGO® Store in Alberta, it was a big opportunity to harness the power of a
tremendously popular international brand, and create a huge impact for both centre and store. Together with the incredible Southgate and LEGO® teams, we created a campaign with cumulative citywide impact. The many-layered program spun out deliverables in everything from transit shelters to in-mall to radio ads to social media campaigns on every platform. This, together with in-mall events, led to one of the largest North American LEGO® Store openings of all time.
“We have executed a large number of Grand Openings over the
years but I can easily say this was one of the most impressive we’ve ever seen.”
Senior Marketing Manager
LEGO® Brand Retail Marketing,
This campaign had an incredible number of moving parts, which all interlocked beautifully – much like LEGO® itself! Events and initiatives included an in-mall mural, Facebook contest, a trip to LEGOLAND® in California, a Twitter contest, Pinterest contest, and more. All these initiatives were rewarded with excellent prizes, including a ton of exclusive LEGO® collectors’ merchandise. Together, these various contests and initiatives led to an enormous boost in traffic and social media – Facebook likes alone saw a jump of 118%.
The day of the launch was an absolute blast. After watching LEGO® men march on the city for more than a month, shoppers were pretty much trembling with excitement, and it showed. Most importantly? The sales were through the roof. According to LEGO®’s marketing staff, this was the largest opening in the history of North American Yellow stores. Said LEGO®: “To have executed all of the levers you did on a local level is a dream partnership from our perspective and we cannot begin to thank you all enough.” We love it when a plan comes together.
The LEGO® campaign was a pretty ideal retail centre brand partnership. LEGO® is an internationally celebrated brand, so we let that brand take the lead, of course. At the same time, our creative placed LEGO® firmly in a Southgate context. Coupled with copious tactics, this launch campaign made a strong positive impact – for Southgate, for LEGO®, and for every retail brand in the centre.