LAKESIDE

Inspiring shoppers to spend

The challenge
Sometimes marketing is a bit like being a marriage counsellor. You have to give advice on how to spice up a relationship.

Lakeside had been around for two decades and suddenly found its customers’ eyes straying to nearby younger rivals.

The insight
Lakeside was a much friendlier shopping experience than Bluewater or Westfield.

The idea
‘Feel Good Shopping’: an integrated campaign that celebrated everything good about shopping at Lakeside. We re-inspired our shoppers with press, posters, social media, ambient, events and an ecrm campaign. Packed with style advice, beauty tips, promotions and offers it re-ignited our core shoppers’ interest.

We also inspired new generations to get shopping through our Kids Club, online games and busking competitions.

The result
All this got the Essex shoppers to fall in love all over again with Lakeside, increasing sales by 5.6% YOY and Facebook ‘likes’ by a whopping 85%.