Driving footfall to portfolio of London shopping destinations
Collider were asked to devise a strategy to drive footfall and dwell time at 3 key London developments for one of Europe’s biggest retail property developers Land Securities
We created an integrated campaign focussing on all that is great about Britain in the summertime, deck chairs, barbecues, Punch and Judy plus outdoor screenings of great British sporting activities – including Wimbledon and The Ashes Cricket series.
To represent the very Britishness of the event we devised a graphic icon for all the activity. This ‘caravan’ motif was recreated 3 dimensionally as the surround for the large AV screens that facilitated the sports screenings. We then created a series of Union Jack icons that each represented the sporting and social events on offer.
To drive foot fall our integrated strategy included London press advertising, door step Direct mail drops, tube advertising, s plus experiential activity with tennis look alikes out and about spreading the word. A series of branded emails and a focussed social media campaign incorporating Twitter, Facebook and Flickr spread the word across the web – ensuring maximum attendance over a 3 week period
A huge surge in both footfall and dwell time resulted in an average increase in sales across the retail developments of over 12%. The activity was so successful it has now become a main stay of Land Securities marketing plans and is repeated across 3 locations in London