Background
Working with the Bentalls marketing and design teams, JBP was responsible for promoting Bentalls as a designer-led department store chain to consumers throughout the South of England. On significant consumer campaign included raising awareness of the Bentalls Home Event in Kingston, increasing footfall within the store and driving sales.
Strategic approach
- The development of a high profile stunt to capture shoppers and the media’s imagination and attention.
Tactics
- JBP created the ‘Living Windows’ concept, which involved two actors to live as a couple in specially formatted windows in view of thousands of shoppers.The couple went about their daily duties for four days, entertaining themselves in a Bentalls furnished flat whilst wearing Bentalls clothing.
- JBP provided daily updates to the local, national and trade press on the couple’s antics.
- JBP organised live radio interviews with the couple and co-ordinated press photography and filming opportunities.
Results
- Significant national media coverage was achieved including page 3 of the Sun and BBC Radio 5 Live.
- Six live and recorded interviews broadcasted across London and South East radio stations, including Capital Radio.
- A live call-in and debate about the couple on BBC GLR.
- Six pieces of coverage in regional publications.
- The event attracted large crowds outside the store over a three-day period.