The Palms Totes Campaign
The Palms Shopping Centre was looking for a Gift With Purchase promotion to increase foot traffic. When they approached our creative team with a brief that included: connecting with the recent ban of single-use plastic bags, we said, ‘TOTES!’
By profiling four shopper personality types, the creative team designed a reusable cotton tote bag to suit each one. There was the green crusader, the last minuter, the retail therapist, and the avid bargain hunter.
95% Uptake
Sold out weeks 2 and 3
Total sales for that month increased by 7.2%
Having very recently completed a brand refresh for The Palms, based around punchy conversational statements, vibrant photography and friendly, organic font placement, the single-minded operating idea of ‘TOTES!’ worked very well.
Did the public want reusable, limited edition, designer tote bags? TOTES!
They did. A new bag design was released each week for four weeks. Even with stocks that exceeded projected desirability, the centre could not keep up with demand.
