Heading Back-to-School with Lawrence Plaza
In 2016, Republic crafted Lawrence Plaza’s branding and a new positioning: Trusted Brands, Local Favourites.
In 2017, Republic developed creative that exhibited the stores within Lawrence Plaza using OOH and proximity mobile placements.
After two years of continued success, we decided to take it up a notch in 2018.
As summer winds down, families are preparing for the back-to-school season. Putting empathy first, Republic built a campaign that focused on a family’s need for a one-stop-shop, so they can get back to enjoying the last weeks of summer.
Leveraging this key retail season, we targeted three key audiences: moms shopping for families, dads shopping for families and women shopping for themselves. Republic launched a creative campaign to showcase the variety of stores available in our audiences’ backyards. Building off of our four-quadrant creative concept, we used a unique selection of highly-relevant stores and products to target each audience segment. To stay true to Lawrence Plaza’s brand, we included longstanding retailers like Shoppers Drug Mart and new local stores like Sense of Independence.
Republic launched the creative through a paid social campaign and TSAs. Paid social was used to target each audience with a correlating ad and landing page. The TSAs were used to target our largest audience segment of women shopping for themselves.
Don’t forget to pay a visit to Lawrence Plaza, where you will find trusted brands and local favourites, all under one roof! #FreeYourStory