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.

Drake Circus Summer master campaign elements
Drake Circus Summer Master Layouts
Drake Circus Summer Master Layouts
Drake Circus Summer digital 6 sheet and master
Drake Circus Summer in-centre digital ad
Drake Circus Summer Digital assets
Drake Circus Summer bus side and back
Drake Circus Summer floral installation

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.