Business Challenge
Overcome outdated views of shopping in Birmingham and emotionally engage with shoppers to position Birmingham as a dynamic, must-visit shopping destination at a national level.
Insight
With a passion for clothes, rivaled only by a penchant for truth, we did what comes naturally and went shopping. From London to Leeds, Milton Keynes to Manchester we went out to get our hands on (and feet into) some of the most fabulous names found in some of Birmingham's most fashionable competition. And we found that much of the communication in the retail sector followed a “me too” lifestyle approach; always using beautiful models but with tired and clichéd executions. In addition to our extensive ‘field’ research, we also studied shopper psychology and found that when women go shopping they go through the same stages as when they fall in love. Though with probably more butterflies.
Idea
At the heart of our creative idea were “Mannequins In Love” timeless style icons, irresistibly drawn to Birmingham for its vast concentration of cutting edge fashion. As well as starring in our print campaign, branded mannequins were positioned all over Birmingham to create talkability and more mannequins were sent to leading fashion editors to create intrigue and masses of media coverage.
Business Created
The Christmas outdoor and TV campaign saw shopper traffic to the website increase by an astonishing 80%. And overall, it positioned Birmingham as the place to go for stylish shopping.
More Business Created
From the Blog
Shopping for stories
13th Jul 2010
We may be in a new age of austerity, but according to a recent report, spend on luxury status symbols is showing no sign of abating. Apparently, while the rest of us have been swapping Sainsbury’s for Aldi, those with the financial assets to do so have been snapping up cars and jets, country homes and works of art.