The objective was to utilize Halloween trial to create lasting memory structures among urban families translating to increased brand meaning (measured through "meets my needs" and "brand for me"). Urban families face barriers to participating in the much-loved Halloween tradition of trick-or-treating due to condo board regulations and the nature of the urban environment.
Welcome to Hershey Treat Street - an urban Halloween experience crafted specifically for those living downtown in condos and apartments. At Hershey Treat Street, families can create new Halloween traditions within their community.
The concept transformed Concord CityPlace courtyard to create multiple spooky, Halloween environments for Toronto families to enjoy and experience the “ritual” of trick-or-treating while leveraging targeted OOH. Working with a PR team, We partnered with Michelle Jobin, and She Does the City to amplify Treat Street programming and bring awareness pre, during and post event.