To promote the opening of the new flagship Primark store in Oxford St in London
The Solution:
Our strategy was to use outdoor in its many guises as the main platform. We used all buses that travelled through Oxford St. We bought the only bus shelters on the street and we used ticket barriers and stairway signs which gave us dominance in the tube stations. An army of moving boards became part of the street furniture interacting with shoppers.
The Result:
The impact of this campaign was so powerful that the crowds started queuing at 2.00am on opening day and over 3,000 shoppers stormed the doors at 9.00am. The store reported record sales.
