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Pulling in the Punters
Case study: Union Square retail and leisure centre
The brief…
To launch the most exciting thing to happen in retail in the North East of Scotland for 20 years. Create an excitement, buzz and personality for a new brand.
Our solution…
Base it firmly in the mindset of the consumer and don’t create a generic, glamorous, forgettable fashion campaign that could be rolled out by any Shopping centre anywhere in the world. Create a campaign that could only be for Union Square.
The insight…
The prevalent attitude in and around Aberdeen was – “ach it’ll never happen they’ve been building on that site for years.” So we took this thought and turned it on its head.
The campaign line…
There are some things that you never thought would happen. Union Square – It’s Happening.
The tone of voice...
Witty and liberating – the people of Aberdeen are fed up with their city being seen as grey and uninspiring, we needed to express their humour and love of life.
The campaign…
We created an above the line campaign led by TV and carried through to the events and online
The results…
Over 230,000 people through the doors of Union Square in the first weekend of opening.