Case Studies - Imagination Games

Client: Imagination Games

Campaign: Battle of the Sexes - Board Game Demonstrations

Brief:

To drive sales and increase awareness for the new ‘Battle of the Sexes’ board-game, by means of product demonstrators showcasing the game within John Lewis’ stores.

Target Audience:

• Families
• Young People aged 16-35

Campaign Description:

Demonstration staff were stationed within John Lewis’ on busy weekends leading up to Christmas, demonstrating Battle of the Sexes, to the targeted adult audience, while actively encouraging purchase of the board game at each store.

Results:

• Members of the public were extremely receptive to the ‘Battle of the Sexes’ board-game.
• The sales generated by the campaign were impressive across all locations (e.g. 40+ at Oxford Street, whilst at Bluewater the demonstrators sold all available units).
• The client was amazed by the sales achieved by the demonstration teams and has plans to repeat the activity on a national scale in the coming season.