CASE STUDY: Boots use out-of-home to reach consumers pre-Xmas
Provided by Clear Channel
Boots wanted to make sure that their gift offering was at the forefront of consumers' minds in the run up to Christmas 2014.
What was the Challenge / Background of the Campaign?
The lead up to Christmas is the busiest time of year for retailers - consumers are tasked with finding the perfect gift for their family and friends. Boots wanted to make sure that their gift offering was at the forefront of consumers' minds in the run up to Christmas 2014.
What was the Campaign Objective?
Boots wanted to remind consumers of the range of gifts and products that they could buy for their loved ones, urging them to find a gift from Boots that was just as special as they are.
What was the Solution?
Boots decided to dominate the high street by running proximity 6-sheets across key UK towns and cities. They used a range of creatives to emphasise the range of gifts available in store, with a particular focus on cosmetics and toiletries. This was designed to appeal to Christmas shoppers looking for inspiration for their friends and family.
What were the Results?
Research by Talon among women 25-54 showed that the campaign reinforced Boots' position as the high street shopper's first choice for gifts. Those who saw it were more than twice as likely to consider Boots for Christmas gifts (67% vs. 31%).
What were the Key Learnings of this Campaign?
Boots was confirmed as #1 high street retailer for 2014 Christmas gifts.