Sunridge Mall

Express Your Imagination Art Fair 2011

Challenge

In 2011, Sunridge Mall wanted to run a campaign and contest that embraced its new tagline, Your mall. Inspired by you.

The Express Your Imagination contest encouraged the community to express themselves through all forms of art (i.e., drawing, photography, painting, dance, jewelry making). The contest allowed individuals to submit their artwork to compete in four categories for prizes. At the completion of the fair, the final art pieces were used for displays throughout the mall.

William Joseph Thinking

William Joseph proposed a six-week rollout of the Express Your Imagination Art Fair campaign. We chose a multi-phased approach to encourage people to submit and provide an opportunity for people to vote for their favourite works of art. The cornerstone of the contest execution was the development of a microsite that integrated with the existing Sunridge Mall website, facilitating both the contest submissions and voting by the public.

Results

The Express Your Imagination campaign kicked off with print and digital collateral and a food court display for in-mall promotion (a call to action for submissions). Out-of-mall advertising used social media, community ads and Virgin Radio vouchers with a $10 gift card that could be redeemed in the mall. The contest microsite was then launched for the artwork submissions.

In Phase 2, the campaign closed for submissions and started the online Voting for Fan Favourites in each category. Again, this was promoted through in-mall print and digital signage, social media and e-blasts.

Phase 3 featured the Awards Event at Sunridge Mall. Winners were announced and awarded prizes. Large format prints of winning entries were on display and the Virgin Radio Street Team was on site, handing out $5 vouchers for Sunridge Mall gift cards.

The contest, as a whole, was considered a great success with more than a thousand entries submitted.