CASE STUDY: New Look use out-of-home to drive pre-Xmas footfall
Provided by Clear Channel
Clear Channel increase footfall instore for New Look, with out-of-home Party Ready campaign during pre-Christmas period
What was the Challenge / Background of the Campaign?
The lead up to Christmas is the busiest time of year for retailers - consumers are shopping for gifts for their family and friends - as well as the perfect party outfit to wear to the festive celebrations.
To take advantage of the busy pre-Christmas period, New Look chose to use out-of-home as the leading media to drive awareness of their large selection of Party Ready outfits.
What was the Campaign Objective?
The aim was to drive awareness, brand consideration and footfall to New Look stores.
What was the Solution?
New Look developed their Party Ready campaign in the pre-Christmas period and chose to use out-of-home as the lead media in their campaign.
High street 6-sheets and mall digital 6-sheets were used in key cities with strong performing New Look stores. along with select Roadside and Mall Digital Landmarks for 2 weeks. Print, radio and social media were used alongside the out-of-home.
What were the Results?
The campaign was successful in driving brand awareness and advocacy. The campaign drove key messages of New Look having a great range of partywear and offering good value for money. The campaign increased consideration and purchasing from New Look either in-store or online with the out-of-home prompting action among the target audience.
What were the Key Learnings of this Campaign?
Using out-of-home media as the lead media in the New Look Party Ready campaign perfectly demonstrates the power and flexibility that out-of-home advertising delivers for brands in an integrated campaign.