As part of the campaign, the outdoor store held 'Father's Day Experience', an event where a product specialist presented the top 10 recommended Father's Day gifts. Attendees were then split into groups and embarked on a treasure hunt around the Cape Union Mart Canal Walk Adventure Centre. The objective was to find a range of Cape Union Mart's products dispersed around the store, according to a list of clues, and the winning team received a voucher worth R500 each.
With just a few days to go before Father's Day, Cape Union Mart shares the heart of the campaign with Bizcommunity.
What platforms are you using to advertise your campaign?We adopt a through-the-line, cross-channel marketing strategy in order to ensure efficient penetration into our identified target markets.
What is your campaign objective?To position Cape Union Mart as the #1 gifting destination for Father's Day, and the ultimate men's destination store by crafting a robust through-the-line, omni-channel media strategy to achieve our objective.
What type of father are you trying to target?This Father’s Day, it’s all about celebrating DAD-ventures, by celebrating different experiences and moments with your dad – whether exploring a trail, scrambling some boulders and rocks or camping.
We wanted to explore each of these moments with different types of Dads – Adventure Dad, Gadget Dad, Casual Dad and Trail Running Dad.
Will you be running any other events as part of your campaign?To further extend this experience, we are currently running a collaboration with Canal Walk for Father’s Day which will run for the month of June. Five lucky Dads stand the chance to win a R10K Cape Union Mart voucher.
With a catalogue displaying over 100 gift ideas, what’s your favourite product?Paul Frier, Cape Union Mart buyer, exclaims that he is unable to select his favourite Father’s Day product, as our Father’s Day catalogue has positioned itself around every type of dad. Below is his top four selection:
Jeremy Lang, Business Partners Limited 12 hours
