Capital & Regional owns 7 shopping centres in the UK. Footfall had been on the decline across a number of their centres, particularly at The Mall, Maidstone and The Exchange, Ilford.
So they set us the challenge of reversing these trends and increasing footfall to their centres in Ilford and Maidstone, in turn increasing retailer and food & beverage spend.
A series of developments took place at both centres in September and October 2017, including new soft play areas, improved baby changing facilities, October half-term events, cheaper parking and longer opening hours. Our goal – to drive awareness of these changes and get more people into the centres.
For both centres the media and creative had to work together. We had to ensure that we were getting the right message in front of the right audience at the right time, and align to the launches and events happening in-centre. For The Exchange we also developed the creative concepts and media assets to use across all offline and online executions. Our two key audiences were families and local workers.
Kinetic Planning ensured that each different media execution accelerated our overall goal of driving footfall, whilst increasing the momentum of the message and our opportunity to be seen.
For each centre we developed a plan of integrated media activity, spanning both offline and online channels. Offline activity covered out of home (station, train and buses in close proximity to, and on routes passing the centres), radio and local press ads. Digital activity covered geo-targeted mobile display advertising, MMS push messaging and Facebook advertising, as well as boosting their organic posts. The activity ran for a 4 week period, coming to an end after the October 2017 half-term week.
The campaign was a great success. Both centres saw increased levels of footfall than the same period in the previous year and we were able to directly attribute footfall to the media delivered.
From the start of 2017 the footfall at Ilford had been tracking at 5% down, but during the final week of the campaign, the footfall was up 13% year on year.
In the week prior to the launch of the media activity, footfall at Maidstone was down 9%, but during the final week of the campaign, the footfall was up 2% year on year. An enormous swing of 11%.