Convenience & awareness campaign

 

British Land

Client
British Land

 

Media
Press
Outdoor
Digital
Web / Social
Events

Task

We were asked by British Land to create a portfolio campaign for their shopping parks for Christmas. Something that could be used across 10 different centres all with slightly differing offerings. The activity was promoted across a multiple platforms, including press, outdoor media and social media.

Solution

We felt that the benefit for customers to shop at these shopping parks was to show they were the ideal place without the mayhem and fuss.  This lead us to the core strategic creative thought of being ‘perfectly placed’. This also backed into British Land’s proposition of Places people prefer.

Perfectly placed creative campaign
Perfectly placed creative adverts 1
Perfectly placed creative adverts 2
Perfectly placed web and digital assets
Perfectly placed campaign bus stop
Perfectly placed campaign 48 sheet
Perfectly placed campaign bus rear

Results

  • 2.8 party size average increased vs BL average of 1.9
  • 21% longer dwell time vs. previous off peak exit surveys
  • 37% YOY increase to web traffic