What is a place without the people who make it? This was the thinking behind our campaign for Natick Mall, located right outside of Boston. When we met, Natick had just added a host of luxury retailers to its mix – a very exciting move. The catch? With those additions came perceptions that Natick was now more expensive and less accessible. Our job was to win back shoppers by reminding them of all that Natick has to offer.
The “What’s Your Favorite Label?” campaign focuses on the people of the community, referring not to the labels that Natick carries, but rather the positive attributes of its people and the roles that they fill. In true American Idol fashion, we held a casting call of real Natick shoppers, conducted interviews, and selected our winning “cast.” The result was a vibrant, relatable campaign and a friendlier image that not even Simon Cowell could bring down.