Challenge
Fuse8 have just launched the third season of activity for Land Securities-owned White Rose Shopping Centre in Leeds, which includes new 30 second and 10 second TV adverts, airing on national TV channels, outdoor ads, in-centre point of purchase and PR.
fuse8 have worked closely with Paul Smith and his marketing team at the White Rose since winning the account early in 2010, and this new work for 2011 means fuse8 have had to raise the bar even further after major successes though-out last year.
Solutions
For this new work, the strategy was all about impact – with spend going on large scale outdoor and more TV than in the past. The latest work continues to evolve the ‘I am White Rose’ strategy launched 12 months ago with a more relaxed, ‘reportage’ feel to the art direction of both the TV ad well as the typography and art direction of the print work. Overall it’s more natural and accessible.
Results
The first 12 months, fuse8’s creative, alongside the MediaEdge media strategy, has surpassed all of fuse8’s KPI’s for spend, dwell-time and footfall.
Not only that, but the Spring/Summer 2011 advertising campaign resulted in the most successful opening of a H&M store in over 50 openings.
Land Securities (owners of The White Rose Centre) have been pushing all their agencies to think of ways they can get even more value out of their creative spend; and fuse8 would like to think that its approach to this season has done this while still raising the bar on the quality.