To drive footfall through brand awareness and increase dwell time in the centre
With an offering that far exceeds that of many shopping centres in the region, we launched the ‘So Much More’ campaign for Kingfisher Redditch to really shine a spotlight on how families, friends, couples and individuals could all enjoy what the destination has to offer. We delivered a fully integrated campaign which showcased each element of Kingfisher’s offering to broaden awareness among the target audience, and evolved the campaign into Christmas building on the traction gained around ‘#SoMuchMore’.
As part of the campaign, we delivered several on-the-ground event activations, one of which was an indoor Spring Nature Trail which saw Kingfisher transformed into a woodland-inspired adventure playground for children. Over the course of the two-week Easter holidays, children could partake in the event, following the trail around the centre, interacting with life-sized animal props, solving educational riddles and claiming prizes. The trail saw numerous Kingfisher tenants getting involved with incentives and interactive elements. The activation helped to showcase Kingfisher’s broad offering speaking to the overarching #SoMuchMore sentiment.
Within the initial three months since the campaign launch, footfall increased by 2% reaching Kingfisher’s business targets, with dwell time and retail spend increasing by 15% and 11% respectively during this period. Across Kingfisher’s social channels we saw an 188% increase in engagement, and have continued to gain traction with the #SoMuchMore hashtag. Via the outdoor media channels, we achieved 1.45million weekly impacts which speaks to an increase in brand awareness reflected in the traffic to Kingfisher’s website, and the shopping centre itself.
The Spring Nature Trail event proved to be one of the most successful in Kingfisher’s history with over 2,000 children partaking in the event during a two-week period.