Drake Circus Summer

 

British Land

Client
Drake Circus

 

Media
Press
Outdoor
Digital
Web / Social
Events

Task

Drake Circus was facing tough competition, with other local competitors and there was need to retain our existing shoppers and attract tourists over the summer by creating a point of difference.

Solution

Drake Circus worked in partnership with Theatre Royal Plymouth to create a piece of public art for the city to enjoy. A giant multi-coloured flower installation, suspended from the atrium of Drake Circus and oversized seating, to create a free interactive sharable experience for shoppers. The core thought ‘Embrace Wild’ was used for all advertising, point of sale and as a hashtag for sharing. The creative work used an illustrative style and across different product offerings.

Results

  • The campaign itself achieved over 22 million impacts.
  • Facebook achieved an engagement rate of 7.96%.
  • Throughout the summer period the giant flowers were viewed by more than 5 million people.
  • Footfall increased over the period by 12% year on year.