Mother’s Day in Ivanhoe
Ivanhoe Traders Association
The Perfect gift for Mum
Ivanhoe shopping has over 100 stores to easily find that perfect gift for all the mothers who so rightly deserve to be pampered and spoilt.
Brief
Ivanhoe shopping has everything you need to spoil Mum on Mother’s Day.
In collaboration with Ivanhoe Traders Association and Marketa, Hybrid Expression set out to create a campaign to showcase the diverse range of retailers and speciality services Ivanhoe has to offer leading up to this special day.
The campaign sought to depict an enticing and warm style that represents the community focused shopping strip Ivanhoe has become well known for.
Solution
Hybrid Expression’s in-house illustrator (Melanie Miles) created a custom illustrative pattern to create a unique styling and form the base of the branding and create consistency through all forms of print and online communication. A bright golden colour palette was developed to create warmth, elegance and charm to outline the experience of community shopping in Ivanhoe.
‘Over 100 stores to spoil mum this mother’s day’ was the key message with the chance to win a shopping spree to support the theme – Ivanhoe shopping has everything you need to find that perfect gift.
The campaign included cross promotion which integrated both print and online marketing solutions, including front and inside cover advertising for the Weekly Review, Metro train advertisements and a digital marketing campaign for the online competition.
Result
The campaign reach was highly effective in the local community and also attracted interest from surrounding suburbs. The combination of both print and online communication ensured the campaign captured a wide demographic and encouraged participation in the online promotion. The online promotion was developed for desktop, tablet and mobile devices, making metro train advertising a great opportunity for commuters to enter whilst on the go.
The competition received an overwhelming amount of entries and website visits increased significantly from the previous months.
