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.