ICONIC PRODUCTS, ICONIC STORE by Manning Gottlieb OMD London for John Lewis

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ICONIC PRODUCTS, ICONIC STORE

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Industry Department Stores & Shopping Malls
Media Promo & PR, Case study
Market United Kingdom
Agency Manning Gottlieb OMD London
Released September 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: JOHN LEWIS
Product/Service: CARDIFF STORE LAUNCH
Date of First Appearance: Sep 14 2009 12:00AM
Entrant Company: MANNING GOTTLIEB OMD, London, UNITED KINGDOM
Account Director: Emma Norris (Manning Gottlieb OMD)
Media placement: Installation (Ambient Special Build Media) - Cardiff City Centre - 14/09/2009

Results and Effectiveness
The city took the models to their hearts. Within 24 hours the national Welsh media were talking about the models, people were engaging with them, videoing them and taking photos. They were also featured prominently on a national UK prime-time BBC documentary covering the launch of the new shop. The coverage generated fuelled the most successful shop launch to date, all at a cost of only €30,000!

Creative Execution
Our communications needed to inspire and excite the shopping audience in the run-up to opening day. We also needed to be confident without being too bold or brash as this was not appropriate brand behaviour. We commissioned a local Welsh craftsman to build giant models representing different areas of the shop. The 3 models were built to precision taking into account every detail of the original-sized product, emphasising the quality of John Lewis product. We then secured permission from Cardiff City Council to place the models in high footfall locations 10 days prior to opening day. The models were positioned overnight so that they ‘appeared’ one morning generating huge interest from the local people. There was no reference to any brand on the models thus creating further intrigue. Only when the advertising campaign broke a few days later did people realise they were advertising and that it was not art.

Insights, Strategy & the Idea
John Lewis is a British retailer owned wholly and equally by its 70,000 employees, called Partners. In 2009 John Lewis had 27 shops across England and Scotland. In September it was to open its first shop in Wales in the capital city of Cardiff. It was to be the second largest shop in the John Lewis estate with 15,000 sq metres of selling space over 4 floors. This was a big investment for the John Lewis Partnership. In Cardiff, people had stopped shopping in the city centre in favour of large out of town retail parks. There were perceived difficulties in parking and access to the city centre, therefore John Lewis had to entice shoppers back into the city. Lack of knowledge of John Lewis meant we needed to educate shoppers about the range and quality of products and the outstanding service that makes John Lewis so special.