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Creating an innovative authority on fashion

Arena Mall

Creativity & Production

OBJECTIVE

Faced with a challenging retail market, Hungary’s biggest mall needed to take a fresh look at how to target its affluent fashion-focussed shoppers. With budgets reduced, a radical rethink of strategy was needed along with a totally original approach to the centre’s advertising.

METHOD

We developed a plan to run challenging and provocative advertising built around cultural tensions in order to create stand-out in the market. Using topical issues of politics, immigration & sexual equality as starting points, we developed a approach which allowed social media, PR and in-centre activities to bring the creative theme to life.

OUTCOME

The results were amazing, with over €11 million in additional sales generated for its retailers as a result of the annual campaign – an ROI of 1232. Sales increased by 13.2% at the peak of the campaign with footfall up 6.2% for the same period. Tertiary catchment penetration up from 16 to 25%. For more details, you can see a fuller summary of the campaign.


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