Situation:
Junction 32 is an outlet shopping village in West Yorkshire
Problem:
The outlet stocks the same fashion lines as a key competitor, but at a lower price, and wanted to communicate the message to the local community
Solution:
Tongue in cheek experiential stunt to generate press coverage
Innovative communications:
‘Wage war’ on the White Rose centre with a branded pink tank, tipping up to the rival’s car park and Leeds city centre with the message “More Bang For Your Buck At Junction 32”
Business growth?:
Widespread branded regional press coverage and talkability amongst Leeds’ shoppers
Posted by James on July 28th, 2011
