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GOLD CUSTOM RETAIL
Holt Renfrew looks young at 175
Holt Renfrew wanted to target younger,
influential shoppers, so working with
Infield Marketing, the retailer surprised
pedestrians with an interactive execution,
intended to “shock and awe” a youthful
audience. To celebrate 175 years of Holt
Renfrew style, “Random Acts of Fashion”
was created, with the Hot@175 Mobile
Tour pop-up shop visiting seven different
Canadian cities in September 2012.
The execution transformed street spaces
into a fashion frenzy. Consumers walked
the eight-foot runway leading into a Holt
Renfrew showroom where they could model
limited-edition sweatshirts, each produced
by a different designer from around the
world to celebrate the retailer’s anniversary.
In addition to the designer threads and
musical stylings of an on-site DJ, the popup
shop also featured six televisions, each
equipped with their own personal listening
device, featuring the designer’s story and
inspiration behind the sweatshirts.
The mobile tour connected Holt Renfrew
with a younger consumer presenting
the brand as spontaneous, and after the
one-month city-wide tour, the retailer
tracked more than 74 million impressions
and close to 19,450 consumers engaged
with the retailer on the street. Revenue
was up, with the Holt Renfrew generating
$112,500 in sales.
Credits: Client Holt Renfrew; Agency InField Marketing Group; President Chris Wilson; Director Kristy Matheson; Account executive Crystal Pape
SILVER CUSTOM RETAIL
Purina hooks pets up with new homes
Nestlé Purina PetCare partnered with the
PetSmart Charities of Canada in 2010 to create
an adoption program. The goal was to raise
awareness of (and find “forever homes” for) the
thousands of homeless pets at shelters and
rescue groups.
PetSmart stores introduced cat adoption
centres where visitors could interact with kittens
and cats in need of a home. Store windows, walls
and pet cages were marked with sponsorship
signage, introducing Purina Pro Plan and MAXX
Scoop as the official food, litter, bowls and litter
pans sponsors.
Pet adopters received a starter kit with more
than $200 worth of coupons from Purina. A
postcard in the kit drove consumers to join
Purina’s online community at Mypuppy.ca or
Mykitten.ca, providing information and resources
to help them care for their new pet. A free bag
of Pro Plan puppy or kitten food was supplied
to create more loyalty to the brand and drive
consumers back to the store.
In addition to the adoption centres, the brand
also supports the PetSmart Charities of Canada’s
“National Adoption Weekends,” where local
adoption agencies team up with PetSmart to bring
homeless pets to stores and Nestlé Purina brand
ambassadors interact with visitors to find the right
product for their new pet.
Credits: Client Nestlé Purina PetCare; Specialty pet trade marketing manager Susan Shorgan; National trade marketing manager Anil Rege; Marketing managers, PetSmart
Charities Britta Kelly, Jason Raper
30 www.strategyonline.ca