White Rose Centre Autumn/Winter campaign

Challenge

After a very successful Spring/Summer 2010 campaign for this Land Securities-owned centre, fuse8 were tasked to deliver and even more successful Autumn/Winter burst that built on the ‘I am White Rose’ theme. Research had also shown a need to increase the visibility of some of the great fashion-brands that have stores within the Centre, which includes retailers such as Zara, Monsoon, Primark, Marks & Spencer and H&M.

Solution

A refreshed image portfolio was commissioned, again from fashion photographer Mark Westerby, with a brief to deliver a warmer, more ‘seasonal’ feel while consciously avoiding any explicit Christmas ‘kitsch’. With TV and radio rolled into the media mix, we commissioned a bespoke music track with a distinct ‘indie’ feel, and created a 30 second spot inspired by a catwalk fashion shoot; using still imagery to create a simple but bold execution.

Results

The new creative retained all the ‘accessible fashion’ styling of the initial burst, but includes the additional emphasis on the brands and their product range that the client needed. The increase in both footfall and dwell time that started with the Spring/Summer work continues and Paul Smith, White Rose’s Marketing Manager commented; “This new work from fuse8 we are sure will see this success continue. For this burst we have added TV into the media mix and the ad that fuse8 have created is perfect in delivering the ‘fashionable but accessible’ attitude we want to be known for.”