Working closely with Redwood Consulting – The PR agency responsible for marketing activities at the Corn exchange – Blackjack was asked to come up with an event to drive footfall into Leeds Corn Exchange and to increase the visitors’ dwell time.
The aim of the activity was to let the public know that Leeds Corn Exchange is “open for business” and that it contained a variety of new shops.
Blackjack was briefed to focus on a target audience of 25-45 year olds, particularly young reasonably affluent families, who do not always use high street shops, but prefer to visit boutiques and will not always buy a brand name.
With a blank canvas to work with, the agency came up with the idea of live streaming Wimbledon to the shoppers and creating a “live” area for the public to interact with each other.
The live area consisted of a Nintendo Wii, face painters, free strawberries and cream and Pimms along with a 2m x 2m TV screen streaming live coverage from the tennis tournament.
Using local staff and their combined knowledge of the City centre, Blackjack targeted high footfall areas to distribute flyers promoting the event.
The agency also managed all the technical elements of the campaign and its creative director produced all the visuals and advertising graphics for the event, including posters, newspaper advertisements, the stand imagery an staff uniforms.
Blackjack also designed the area that housed the Nintendo Wii to resemble a tennis court.
The staff, which included one event manager and three brand ambassadors, were specially selected for their knowledge of the area as well as their sporty and energetic look.
For capturing data, each event day of the seven-day period, was conducted offering participants the chance to win a variety of prizes including laptops, phones and football tickets. There was also a daily report to summarise the day’s activities.
Throughout the course of the activity 5,000 leaflets were distributed, 500 sweatbands were given away and 8,500 quality interactions were captured.
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