The Plaza wanted to boldly grow its foothold in rural Manawatu by establishing it as the shopping destination, with an emphasis on flagship fashion stores.
Imagic devised a tongue-in-cheek storyboard to create a stir. The pitch involved powerful Plaza women who knew the secret of good shopping. Luxury featured heavily, with sumptuous backdrops and references to diamonds and classic cars and a splash of brooding male charisma.
This new creative was heralded with the traditional, interruptive media of billboards and regional TVCs.
Imagic set out to make an impression and it worked, with the campaign becoming a talking point in a strong farming town where, according to the citizens, they do fashion just as well as the city.