Case Studies - House of Fraser

Client: House of Fraser

Campaign: Branded Rickshaws

Brief:

To support the opening of a new House of Fraser store in Bristol city centre and to promote the existing store in Manchester through execution of an interactive consumer awareness campaign, featuring branded Rickshaws.

Target Audience:

• Avid Shoppers

Campaign Description:

• Six House of Fraser branded rickshaws roamed both Bristol and Manchester City Centres throughout each day of the campaign offering VIPs, customers and shoppers a lift from the train stations to the store.
• The rickshaws were fully branded with House of Fraser logos, tag lines and graphics on the back and sides of the vehicle, with an eye catching pink background with black text.
• The teams were largely positioned outside of the train stations and other competitive high-footfall shopping locations, ferrying people to the new store in Bristol and the existing store in Manchester.

Branding:

• The six rickshaws (in each city) were all incredibly eye catching; shoppers could not help but notice them parked up in the most prominent, highest footfall premium retail locations.
• The vehicles were frequently lined up next to one another, making for an extended bill board both close to the HoF store - and in front of some of the major competitors (eg: Selfridges).
• The bright pink colours of the rickshaw branding was a very eye catching choice, which drew the looks of shoppers from where ever they were spotted.

Results:

• Customers all commented that it was a great idea that was very much appreciated - and they enjoyed their ride.
• There was always a high demand for the rickshaw rides throughout the day with a large number of people wanting a lift from the relevant train station or retail location, to the House of Fraser store.
• Actual customer comments included:
  • Thank you so much, you've made our day!
  • These rickshaws are fantastic, I want one!
  • I'd forgotten that HoF was there, so thanks for the lift!
  • Fantastic service; many thanks.