ZARA Launch: Oshawa Centre

As soon as the Oshawa Centre approached us about this project, we couldn’t wait to execute.  The OBJECTIVE was to spread the word about the opening of the new ZARA store.  We decided to plan an exclusive shopping party for bloggers that were connected to the Oshawa Centre.  We would run a social media contest and offer a member of the public a ticket to the party.  Various highly visual elements were added to the process to create “instagrammable opportunities”.  CHALLENGE the date for the Zara Grand Opening was always shifting.  So we had to be nimble and ready to launch everything with only a few weeks notice…

 

Results

Zara Management was thrilled with the waiting line up at 10am.  The party created additional onlookers and created a celebratory atmosphere.  Our professional photographer collected images of guests shopping in the new store which became in demand content for bloggers who continued to share and post about the store opening for another week.

Branded Social Media Posts

Posts were created to announce the opening, as well as to encourage followers to participate in the contest to share their outfits and win gift cards or a ticket to the event!

In Mall Artwork

Branded artwork was created for the Cineplex screens, and in-mall posters and placards.  A header was also created for the e-newsletter as well as a website landing page.

Throughout all art work design and images were chosen that matched Zara’s modern and minimal aesthetic, without conflicting with the branding of the Oshawa Centre itself.  All materials were subject to approval by both the mall and Zara management.

Prep Work & Behind The Scenes Photos!

Our team had so much fun with this project.  The mood board (right) set the tone, to make sure that all the elements were matching.  We based it on the clean and modern black and whites of ZARA’s brand, and added the gold elements to bring in some of the Oshawa Centre.  Invites to the blogger party were hand-lettered with gold leaf and custom stickers to create an “instagrammable” moment that encouraged sharing online. Sprinkles from Sweetapolita were just one of several items that we collected for awesome giftbags.  The photo backdrop for the blogger event was the super trendy two-tone sequin fabric, which we ALL played with the moment it was delivered.  (That’s Beth, wearing it as a Harry Potter cloak!) Finally, the night before, we ordered in pizza and wings so we could stay at the office and CRAM to mak sure that everything would go off without a hitch!

*This project is an example of our Full Arc Initiatives.  These are a fully coordinated promotional event or marketing campaigns that are strategized to engage followers on social media before, during and after the event.  Additional efforts are put into place to find collaborators that can further increase the reach of the project through their participation.  For more information about our Full Arc Initiatives and how your business can use them to get the most out of your next marketing event, please contact us!

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