EM Agency puts its mark on a new integrated annual campaign developed for its client Galeries Rive Nord. The initiative is dubbed “Ma ville, mon style” and is based on the unique relationship that the mall entertains with the people of Repentigny, as well as their feeling of belonging to the city. Samuel Fontaine, Content Group Director at EM Agency, notes: “We measured Quebecois’ rate of commitment toward their city, and to our surprise it reaches 70%, which is exceptional when we compare it to the average of 48% (all products and services taken into account). It is even more surprising to see that this rate is higher among young people.”
In the spirit of “Ma ville, mon style”, the campaign displays different places in town that are filled with history, anecdotes, or that are simply part of residents’ everyday life.
The operation uses print executions in local media and bus shelters, the complete revamping of the mall and the official mobile site of Galeries Rive Nord that includes a geolocation function, the mall’s interactive map and a real-time agenda.
Moreover, with the contest “3 villes, 3 styles”, consumers get the chance to win a trip to the destination of their choice among Italy, California and New York. Visitors can enter the contest using interactive free-standing terminals set up in the mall and a fidelity card received by mail.
Mélanie Castonguay, Galeries Rive Nord’s Marketing Director, calls the initiative a real step forward: “Galeries Rive Nord’s 2012 campaign really boosts the sense of belonging that residents feel towards the mall. The contest is tremendously successful, results are more than satisfying and I must say that I am really proud of the whole campaign.”