POP-UP SHOP by Y&R London for CAMDEN UNLIMITED

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POP-UP SHOP

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Industry Advertising & Communication
Media Promo & PR, Case study
Market United Kingdom
Agency Y&R London
Creative Director Damon Collins
Creative Tim Mcnaughton, Freddy Mandy
Released December 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: CAMDEN UNLIMITED
Product/Service: ADVERTISING CONSULTANCY
Agency: RAINEY KELLY CAMPBELL ROALFE/Y&R
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: RAINEY KELLY CAMPBELL ROALFE/Y&R, London, UNITED KINGDOM
Creative Director: Damon Collins (RKCR/Y&R)
Head of New Business: Matt Steward (RKCR/Y&R)
Creative Partner: Steve Williams (RKCR/Y&R)
Creative Partner: Adrian Lim (RKCR/Y&R)
Creative: Freddy Mandy (RKCR/Y&R)
Creative: Tim McNaughton (RKCR/Y&R)
Media placement: Pop Up Ad Agency - Ambient - W/c 10th May 2009

Results and Effectiveness
We produced over 20 campaigns that were exhibited at the end of the week. The work for Camden Taxi and Budget Beer ran 6 months later. Sales of Pierogi dumplings doubled after our consultation.

Creative Execution
We set up with a planner, creative team, account man, pen, pads, macs and a lot of tea and coffee in the pop up shop, and used Camden Town Unlimited to email and flyer all local businesses about our shop. We offered hour-long consultations with the team, followed by delivering finished creative concepts for their business. We saw over 20 businesses during the week. We also had an exhibition at the shop of all the work we had produced, and passers-by to their businesses. The work we produced included media and brand strategy, flyers, cards, posters, web design, packaging design as well as business plans. At the exhibition all the concepts for over 20 businesses were put up on the walls and the local businesses, and the public were invited in to see the work and learn more about the businesses.

Insights, Strategy & the Idea
It’s an incredibly tough time trading on the high street, let alone for the small and independent businesses. In Camden (where our agency is) we saw shops and businesses closing on a weekly basis. We worked with Camden Town Unlimited to secure vacant premises from which we could run a pop up ad agency solely for the purpose of holding local business. And all free. The brief was simple – help them anyway we could, with advice, work, contacts or all three.