As the official shopping centre partner to the J&B Met, Cavendish Square proved most successful in bringing its Larger than Life campaign to life; both in-centre and via activations on race day and at the VIP Pre-J&B Met party. The centre conceptualised an integrated campaign that included some exciting new elements to this year’s J&B Met; contributing to the overall success of the event.
The campaign kicked off with THE CAVENDISH SQUARE LARGER THAN LIFE DESIGN COMPETITION which took place in Centre Court at Cavendish Square on 22 January 2011. Graduate students from FEDISA created outfits in keeping with the Larger than Life J&B Met theme. Judges of the competition included Good Hope FM Radio presenter - Suga, Manager of Cape Times Fashion Forum - Charl Reineke, local couture designer - Paul van Zyl, Cavendish Square Marketing Manager – Madrie Verwey, and J&B Marketing Manager – Dominic Malan. The winner of the competition received automatic entry into the finals of the J&B Met Most Elegant Couple Competition, and Cavendish Square also elected to take second and third place runners up to the J&B Met.
Due to the exceptionally high standard of work produced, Cavendish Square decided to take some of the designer outfits to the Expresso studios for their own competition. Three of the five Espresso winners (selected by Roxy Louw and Michael Mol) were from the Cavendish Square/FEDISA student designer collections, who were also awarded automatic entry into the J&B Met Most Elegant Couple Competition.
The design competition element culminated on race day at the J&B Met where five designer his and hers outfits from the Cavendish Square/FEDISA student designer collection were in the Top 16 of the J&B Met Most Elegant Couple Competition and excitement hit fever pitch when FEDISA student designer, Carla Gordon’s ensemble outfit was announced as the winner of the 2011 J&B Met Most Elegant Couple Competition. This was an incredible coup for both Cavendish Square and FEDISA.
Cavendish Square not only brought the LARGER THAN LIFE campaign to life in-centre, but activated online through a competition on the Cavendish Square Facebook fan page whereby fans stood the chance of winning three double sets of VIP tickets to the J&B Met valued at R21 000, compliments of Cavendish Square. As a result of this promotion, daily post views on the Cavendish Square Facebook Fan page went up by 28% - registering an incredible 261 137 impressions at the end of the campaign period.
As the official shopping partner to the J&B Met, Cavendish Square also hosted a fashion show at the exclusive VIP Pre-J&B Met party to be held on Friday, 28 January and provided prizes for the J&B Met Most Elegant Couple Competition.
Additionally, the CAVENDISH SQUARE LARGER THAN LIFE SALE, which took place in-centre from Thursday 27 to Sunday 30 January 2011. A record number of Cavendish Square retailers used the opportunity to clear their shelves in preparation for the arrival of new autumn stock. Throughout the centre, sale tables were set up where shoppers could find the best bargains in town and possibly get an outfit for the J&B Met, for less! Cavendish Square Facebook fans were invited to share their Larger than Life Sale experiences and stand a chance of winning five double tickets to see Cirque du Soleil Saltimbanco.
The final component of this integrated campaign strategy includes a gallery of social pictures taken by a Cavendish Square photographer at the J&B Met pre-party and on race day which have been loaded to Facebook. Those who had their photos taken were given a business card which encouraged them to tag themselves in the pictures for a chance to win R1000 Cavendish Square Gift Card.
And last, but certainly not least - Cavendish Square scooped three awards in the annual J&B Met Shopping Centre Awards, winning in the following categories:
• PR OF REGIONAL STORE WINNER - for providing best service in terms of PR and management of store involvement;
• PR WITH BEST CENTRE DISPLAY - for designing and creating the overall best in-centre display, and
• REGIONAL STORE WINNER - Stuttafords store at Cavendish Square won the best store display in the region
