Case Studies Store Launch

INTEGRATED CAMPAIGN

CASE STUDY

Store Launch Case Study / Integrated Campaign


Client: TopShop / Arcadia Group (agency: Diabolical 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 high street.
  • Target 15-30 year old shoppers.

Campaign Description:

  • TopShop Ice Cream Van - to hand out free samples of ice cream (in Top Shop branded tubs) to all customers who had made a purchase in the new store.
  • TopShop Tri-cycles - Manned by promotion teams handing out incentivised print materials and free give-aways.
  • Promo Teams - Twelve high calibre promotion staff positioned on high footfall walkways around the busy shopping streets and 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.