HBC - Zellers Case Study

HBC Zellers
HBC - Zellers
Zellers clothing line launch
Mississauga, ON
August 2008
Panasonic 103" Plasma

About Zellers

Zellers Inc. is Canada's second-largest chain of mass merchandise department stores, with 282 locations in communities across Canada. Zellers is headquartered in the Toronto suburb of Brampton, Ontario, and is a subsidiary of Hudson's Bay Company ("HBC"). The chain offers customers value, stylish brands, service, price competitiveness and great value through Every Day Low Prices. Square One Shopping Centre, located in Mississauga, Ontario is home to Canada's largest Zellers store at 163,000 square feet

Project Details

APG Displays was contact by HBC to once again provide a cutting edge, show-stopping digital display for a marketing event they were planning; the event was a high-profile Ashlee Simpson appearance at the Square One Zellers location, where she promoted Zellers' new Request clothing line and was interviewed by Rick Campanelli, host of CTV's Entertainment Tonight. Past projects with HBC included an 18' wide Infinite Plasma video wall, used as the stage backdrop during the fashion-show press launch of the 2008 Beijing Olympic Games 'Team Canada' uniforms.

The APG Solution

The 103" plasma was decided upon as the best solution for what HBC wanted to accomplish - a high-profile, larger than life display, while taking up a minimal footprint on stage and a lightning-fast setup and dismantle time. Due to the event taking place in the middle of Zellers' retail floor, lengthy setup and dismantle times were out of the question. The 103" displayed 1080p video loops of Zellers' Ashlee Simpson Request Clothing TV commercials, as well as other custom-created High Definition HBC content. Two separate video sources were fed into a Folsom Image Pro unit, and then exported to the 103" Plasma via RGB. Operating resolution was 1920 x 1080. As Ashlee Simpson fans began arriving at 7:30am for her Noon appearance, the 103" Plasma provided the audience with fantastic visual stimulation while they waited, displaying a 44-minute video loop of Zellers and Ashlee Simpson related advertising spots and information. It also provided an amazing background during the press conference for Ashlee Simpson.


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