Prospect Shopping Centre | Easter Campaign

Introduction

The Prospect Centre instructed Clearsilver to put a mechanic in place to drive footfall to the Centre during the Easter period (In particular school holidays)

Objectives

• Create a successful mechanic to drive footfall and repeat visiting during the Easter period.
• Create a mechanic to engage Prospect Shopping Centre customers and their children.

Implementation

Clearsilver developed and delivered an ‘Easter Eggstravanganza colouring competition’ as the mechanic to drive footfall to the Shopping Centre over Easter. A number of different elements were pulled together to complete the campaign, each with consistent images and messages relaying information about the competition, these included:

• 4-page A5 leaflets, acting as the entry form for the competition.
• A3 posters were also used internally to promote the campaign.
• Clearsilver branded a big post box which was positioned in the Centre, all promotional materials directed customers to post their entries here – meaning repeat visits to the Shopping Centre.
• Banners were displayed outside the Centre
• Kcfm radio strap lines were made as an extension of external promotions.
• Promotion of the Easter colouring competition was extended through the centre using a Mall Messaging mechanic.
• Clearsilver created a Home Page feature on the Prospect Shopping Centre website with a downloadable application form.

Results

Clearsilver provided a consistent, thorough campaign using online and offline media. Clearsilver provoked a great reaction to the competition, with over 10% response from the leaflets produced. The winners were notified and came back to the Prospect Centre to receive their prizes and be photographed for the local press.

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