CENTRALE SHOPPING CENTRE

Exploiting ambient opportunities to drive footfall

The challenge
How do you get people going to Centrale when London’s West End is only half an hour away?

The insight
You play to your strengths. Our insight that “Shoppers need any excuse to justify their fashion fix” allowed us to take Centrale out to the people with a fun, bold and disruptive use of ambient space.

The idea
We created ‘The Month of Fashion’: a fully integrated campaign that started with a unique station takeover at East Croydon. 1 million people got the chance to strut their stuff along our 100 metre catwalk and strike a pose for the camera.

We turned plain old shopping centre lifts into glamorous walk–in wardrobes, launched competitions on Facebook, and via our Style Guide magazine, blog and twitter feed we gave fashion tips, advice and offers to get shoppers buying.

The result
It worked a treat: with over 1 million people getting actively involved, a 58% increase in Facebook conversations, a 19% uplift in traffic to the website and footfall has increased by 9.7%.