BRENT CROSS

Taking advantage of a key calendar event to drive sales

The challenge
With Britain nursing a recessionary hangover and High Streets in the doldrums, hopes turned to the World Cup. But what could prise football fans from their TV’s and help fashionistas alleviate a month of football?

The insight
Nothing’s more important than football, except maybe fashion.

The idea
We created ‘Love football. Love fashion.’ and built the first ever house in a UK shopping centre. Inside footy fans could watch wide screen wing play while fashionistas could get their fashion fix. Backed by a bumper book of sales-driving, exclusive retailer offers and ‘money can’t buy’ competitions, it became a male crèche/fashion hot spot and helped many a couple survive a summer of Lineker and Hansen.

The result
Did we get our formation right? Well, YOY footfall rose by an extra 27,000 and £10.2 million was added to the tills. ‘Back of the net’, as they say.