Case Studies - House of Fraser

Client: House of Fraser

Campaign: Reading - Boxing Day Sale Promotional Campaign

Brief:

To raise awareness of the House of Fraser Boxing Day sale and drive footfall into store, through the execution of energy boost campaign (HoF branded water and banana distribution) to shoppers by costumed promotional staff dressed as motor racing pit girls.

Target Audience:

• Shoppers
• Everyone

Campaign Description:

Bananas and branded bottles of water were distributed to Boxing Day shoppers in the vicinity of House of Fraser by costumed staff dressed as ‘pit-stop’ girls to draw attention to the ‘refuel, energy boost’ theme.

Staff were selected for ability / suitability to be Pit Girls and act as brand-ambassadors. As such, they were able to confidently articulate to recipients that there were loads of great bargains in store, and they should refuel before going into HoF to ensure they don’t miss anything in the busy Boxing Day sales.

Results:

• The acceptance rates were phenomenally high, which caused queues and crowds of people forming around the promo team throughout their shift.
• The majority of people targeted went directly into HoF as a result of being given their energy boost.
• The Boxing Day teams were overseen by Link Communication Campaign Management Team to ensure that all shifts were fully attended and arrived early onto location, on Boxing Day.