» Client: Fair Oaks Mall
» Job: Design a campaign for the Fairfax shopping mall — as well as the eight other malls across the country owned by The Taubman Co. — that will not only attract new shoppers, but extend the length of time shoppers spend at the mall once they’re inside.
» Agency: Colle+McVoy in Minneapolis
» Theme: “Go.” With tongue-in-cheek messaging, the campaign’s one-word tagline is meant to “give shoppers the approval, a reason to ‘go’ to the mall,” said Glenn Gray, group creative director for the campaign.
» The Concept: Using primarily in-mall advertising — stand-alone signs, ads in the restrooms and food court and ads placed on mall directories — to remind customers of the diversity of stores in order to extend time spent shopping.
“Shoppers tend to go to the same stores,” Gray said. This campaign reminds them of the their options. An ad, for example, with the message “Go because your blind date isn’t blind” is followed by a listing of women’s clothing stores. “Go because being able to dunk isn’t nearly as important as looking like you can” is followed by a list of athletic stores.
» The Plan: In addition to in-mall advertising, the campaign — which kicked off on Labor Day — includes a number of nontraditional, guerilla marketing tactics. For example, “Go” messaging was printed on dry-cleaning bags and on coffee cup sleeves at nearby drycleaners and coffee shops. In D.C., Metro train cars were wrapped with ads for Fair Oaks Mall. The agency chose guerilla tactics over mainstream advertising because “we’re trying to get people where they’re thinking about [shopping],” Gray said. “That’s not always on a billboard on the highway.”
» Creative Team: Mike Fetrow (executive creative director), Glenn Gray (group creative director), Nina Orezzoli (art director), Ryan Carlson (designer), Brian Ritchie (copywriter), Tim Blevins (copywriter) and Jody Rowland (account director)
» Ages: Mid-20s to late-40s
» Background: Colle+McVoy has worked with such high-profile clients as Purina, General Mills, Aveda and Time Warner. The agency was founded in 1935 and acquired by MDC Partners Inc., a Toronto-based marketing and communications firm in 1999.
» Working on Next: Campaigns for the Minnesota State Lottery and Red Wing Shoe Co.
