Case Studies Store Launch
Store Launch / Integrated Media
Case Study

Client: Topshop / Arcadia Group
Agency: Jack Liberties
Campaign location: Flagship store launch
Brief:
- Raise awareness of new store location, which replaced the long-established existing retail unit.
- Drive footfall into the new store.
- Maximise impact on the high street.
- Target 15 - 30-year-old shoppers.
Campaign Description:
- Topshop Ice Cream Van - to hand out free samples of ice cream (in Topshop branded tubs) to all customers who had made a purchase in the new store.
- Topshop Tricycles - Manned by promotion teams handing out incentivised print materials and giveaways.
- Promo Teams - Twelve high-calibre promotion staff positioned on high-footfall walkways around the busy shopping streets, directing shoppers from outside of the old store.
- Marketing Collateral -
- 20,000 Incentivised competition vouchers / store cards
- 20,000 Topshop-branded bottles of mineral water
- 20,000 Topshop cloth "shopping bags"
- Chalk Stencils - Topshop logos set into directional arrows, sketched around the town centre, directing shoppers from the old store, to the new location.
Results:
- Branded ice cream van served 3,000 branded ice cream cones to Topshop customers.
- All printed materials / goodie bags handed out on the designated opening weekend.
- Twenty promotional staff, all styled in Topshop / Topman outfits, working as a cohesive team across all key walkways in the city centre.
- Over 500 chalk stencils increased awareness across the city centre during the critical launch weekend.