The Challenge:
Create an engaging Rugby World Cup installation that would increase the foot traffic and retail sales in Lambton Square Shopping Centre. With their experience in Shopping Centre marketing, of course Immersion Marketing was up for the challenge! The concept needed to be approved by the twenty-four retailers, the property manager, CB Richard Ellis, and meet the Rugby World Cup strict marketing specifications. On the practical side, it needed to be portable, durable and stand-alone so it would not hinder customer sight lines within the centre and could be rolled inside the centre barriers outside of hours to prevent vandalism.
The Concept:
We created a 3m x 4 ½m scale photo backdrop of a rugby crowd. Passersby could dress up in their favourite rugby colours and have a ‘crowd shot’ taken.
Each participant received a card with directions to www.lambton-square.co.nz, where they could view their photo, and a $5 gift voucher that could be used at any of the Centre’s retailers. The stand is being managed by a promotional staff member/photographer from Friday to Sunday throughout the RWC programme.
The Results:
To ensure transparency and evaluate the return on investment each retailer is returning the redeemed vouchers and purchase receipt. The foot and website traffic generated will not be quantified until the end of the RWC; however, the response to date has been excellent - website traffic is up significantly, we have lots of fun content on the website and one of Centre retailers has given the project the ultimate compliment - ‘Can you do something like it for my other down town store?’
Check out some of the fantastic shots here.
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