Owning the season in Burlington.
Year after year.
MAPLEVIEW CENTER
Mapleview, a super-regional shopping
centre west of Toronto, already held a prominent position in its trade area. Still,
the centre saw an opportunity to refine the brand further, and present a more
glamorous, younger face to the marketplace. The goal was to transition the
perception of Mapleview from a general service mall to a more fashion-focused
epicenter for the region. This way, the centre could attract market-unique
retailers – and the effect would snowball from there. Ultimately, of course,
the goal was to increase traffic – and sales.
A number of fashion retailers had already evolved Mapleview into something of a style destination. To keep this trend going, the brand needed to exude a more refined fashion excellence, further elevating its perception in the market. Through a coordinated campaign that included print ads, a re-imagined leasing brochure, and a fantastically successful Walk-In Closet campaign (as well as an overhauled website and in-mall elements) Mapleview has seen consistent traffic increases every month.
The goal was to transition Mapleview from a local mall to a more fashion-focused epicentre for the region.
Seasonal Fashion Campaigns
Creating a singular
impression
To position a centre as a truly singular destination, there is no more powerful tool than a custom photo shoot. Here, we distill all of the strategic brand characteristics into a truly unique look and feel, and create an evocative “story” that resonates powerfully with target groups. This demonstrates Mapleview’s awareness of trends, and a command of refined aesthetics, placing it well above competitors.
Once the shoot is established, the images spin out over a number of deliverables including in-mall, print advertising, facebook, billboards, and a host of other applications.
The combination of custom photography with arresting, direct
messaging creates an effect expressly designed
for Mapleview’s young, savvy
shopper.
Taken as a whole, Mapleview’s brand encompasses a wide
variety of aesthetics,
all in a similar tonal register. This demonstrate
Mapleview’s versatility, and also its awareness of emerging trends. This has a
direct effect on the way shoppers regard the centre – and also how they spend
money here.
"Walk in Closet" Online Contest
On target. On brand.
This ambitious online initiative was designed to drive traffic to the new Mapleview website. The Walk-In Closet invited shoppers to digitally create their favourite looks (with clothes collected from Mapleview retailers) on a devoted microsite purpose-built for this initiative. Once the virtual looks were created in the Walk-In Closet, customers could vote on each creation, and share on social media vehicles, growing the buzz virally.
The impact was enormous. In the first two days, more than 250 people had entered looks on the site. By the end of the contest, that number had reached close to 1,500. All told, the Walk-In closet resulted in nearly 30,000 unique visits to the Mapleview website (up 26% from same time the year before) and more than 45,000 votes were cast on various social media channels. This led to 1,000 new profiles in the Mapleview customer database. The contest was then brought in mall, with a 3-D walk-in closet built by California Closets. There, customers could view new clothes and create new looks with an iPad - right there on the spot. Needless to say, this innovative initiative significantly increased traffic to Mapleview - both online, and on the ground.
"Tune Up Your Lifestyle" Campaign
A healthy initiative with real style
Mapleview wanted to raise awareness of their sustainability initiatives. They also wanted to activate some disused outdoor spaces, and create a sense of buzz around the centre. If they could position themselves as a creative, vital, and forward thinking community player in the process, all the better. Naturally, as always, they wanted to make connections in the local area, and increase traffic at the centre.
Tune up your lifestyle
To achieve this, Mapleview put the pedal to the metal – and the rubber
on the road. With our help, they leveraged cycling in the community via a
host of inventive initiatives. An abandoned bus shelter was wrapped in
vivid, organic branded elements. In concert with Mountain Equipment
Co-op and other local partners, the shelter hosted free bike tune-ups,
in a party atmosphere with a DJ, ice cream, and more. Local newspapers
and online outlets picked up the story, and a buzz was definitely afoot:
the day of the promotion saw a 6.6% increase in foot traffic, and there
was a 10% increase in web traffic. Mapleview’s spirits were definitely
riding high. 
Persian Wax
A time honoured beauty tradition with a brand new look.
Mapleview Centre
Mapleview is a centre with a big trade area, and a reputation for owning its region for fashion.
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