Case Studies - Topshop

Client: Arcadia

Campaign: Topshop York - chalk drawing campaign

Brief:

To raise awareness of the new Topshop store opening on Coppergate Street in York and drive footfall through the store.

Target Audience:

Fashion conscious male and female shoppers aged between 14 and 29.

Campaign Description:

Working throughout the night, Link Communication's promotional teams stenciled 1,000 chalk drawings directing costumers from the old shop to the new store. Chalk drawings were also located outside other major shopping areas and site of interest around York City Centre. The chalk drawing activity was supported by other activity:

• Branded ice cream van distributing free ice cream.
• Promotional staff driving around the city centre on branded tri-cycle distributing leaflets, branded water and bags.
• Promotional signage.

Results:

• The opening was an outstanding success, the store was full to capacity throughout the duration of the first week.
• Arcadia and Cunning were extremely happy with the coverage of the chalk drawings. The teams managed to stencil out approx 1,200 signs across the city centre, major commuter links and even into the student areas around York.
• Link Communication continue to promote all brands in Arcadia's portfolio and work in strategic partnership with Cunning for many of their campaigns.