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Reach young women via changing room advertising in Pilot stores.

Provided by Sabel Media
Sabel Media provide in-store advertising solutions in Pilot - One of the fastest growing fashion retailers over the past 5 years

Tell us about the Opportunity / What is it?

Pilot is one of the fastest growing fashion stores on the high street; they currently have 72 stores nationally and are expanding considerably in 2007. They provide fast, affordable fashion to young women and have over 2.1 million 16-34 year old females going into the stores every 4 weeks - Broadcast appeal at minimal cost. Pilot is under going a £4m refurbishment programme and now provides modern, well lit environments to cater to young female audience whilst engaging in their favourite pastime - shopping!

What is the Marketing Objective?

In-store advertising can work to achieve many marketing objectives; build awareness, propensity to purchase, gain trial, create direct response.

How does it work?

Sabel Media currently have 780 A3 changing-room panels across the 72 Pilot stores, creating 11,843,608 impacts over 4 weeks. This is a fantastic opportunity to target a captive audience of a notoriously difficult to reach ABC1 and C2 female audience. Additional in store opportunities can also be provided, including: Mirror and door stickers, in-store radio, postcards, lenticulars, in-store and mainstream sampling, leafleting and other bespoke suggestions available upon request.

Who's used it in the past?

Previous in-store campaigns have included GSK, Bachelors, UIP, Universal Music, EMI Records, L'Oreal, Clothes Show Live, T-Mobile, Garnier, Pathe Entertainment, Innocent Records, Lil-Lets, TFL, COI, Warner Bros Films, BMG Records, Kellogg's and Sony Music.

Features / Benefits

Pilot campaigns are easy to plan and buy and Sabel provide detailed post campaign reports. Pilot changing rooms have long dwell times of 5-15 minutes, meaning we can reach core ABC1 & C2 female consumers when they are in a buying frame of mind. Changing room adverts are seen 6-7 times per visit and have high recall figures; recent research showed 60% of customers could recall the poster in the changing room compared to 9% who recalled seeing it on TV and 0.9% who recalled seeing it on any outdoor format.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsMonthly footfall of over 2.1million 16-34yr old females.
16 - 24
25 - 34
Female
AB
NON-TRAD OUTDOOR
RETAIL MEDIA
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBUILD AWARENESSSALES PROMOTION
SAMPLING
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