Opportunity
The Ivanhoé Cambrige group mandated bicom in the fall of 2019 to organize two event campaigns for the Eaton Center in Montreal: one event highlighting reopening of the shopping center, and another marking the highly anticipated openings of Decathlon and the Time Out Market.
The main objective of the campaigns were to increase awareness and visibility of the Montreal Eaton Center while creating a warm and festive atmosphere aligned not only with the DNA of the renovated center, but also with its new major retailers.
Actions
The campaign was executed in 2 parts:
- The grand openings of the Decathlon store and the Time Out Market.
- The organization of artistic performances and activations for the holiday season to create a festive atmosphere.
Bicom faced a number of challenges during the execution of the campaign: dealing with many committed stakeholders, a hectic schedule, finding many artists and suppliers to include in the concepts being staged, multiple events being planned simultaneously, and managing logistics and ambassadors on site to ensure that all activations take place in harmony and synergy.
Results
Even though there were challenges and a very tight schedule, bicom met them with lots of creativity, agility and adaptability.
- The events highlighted the city of Montreal’s urban diversity and arts community
- The mall’s customers were very happy to witness the various performances.
