Our Work

Case Study 3

Pickering Town Centre - Men's Den

The Challenge:

To extend the length of the shopping stay among customers
during the Holiday season at a major retail mall. Incorporate a
charitable aspect if possible, and make the solution truly unique
to garner widespread positive publicity.

The Solution:

The "Men's Den" was created in a 5000+ square foot vacant store, to provide a man-friendly space during the Holiday shopping season. The concept was
based upon giving the male segment
something to do while their female
counterparts shopped - thus extending
the shopping visit. With voluntary
donations going to Prostate Cancer
Canada, the Men's Den offered four
different zones with various men’s
activities including: Sports & Movie
Zone, Internet Lounge, Gaming Zone,
and Golf Zone. There was a contest for
an iPad and a $1000 shopping spree, a free coffee bar, and free gift wrapping. Creative execution was cheeky but to-the-point, and did not dance around the fact that most men would rather do anything than shop. Promotion included newspaper, YouTube video, radio, in-mall signage and PR.

The Results:

An absolute home run! After local media (CBC News, CityTV)
picked up the story at the media launch, word spread like
wildfire. In the next week and a half, 154 media outlets covered
the event (including CNN, Huffington Post, Global, CBC Radio,
Canada AM, Toronto Star, News Talk 1010, and websites around
the globe) resulting in an astounding reach of over 17 million
people. Traffic within the Men’s Den was heavy, shopping stays
were extended noticeably, the client (and the charity) received a
massive amount of positive publicity, and significant funds were
raised. The Men's Den program was recognized with a
prestigious 2012 ICSC Maple Leaf Gold Award.