Northern Ireland Stores
We were so excited to have been asked by global brand Skechers to design and execute a Q4 media plan to help drive footfall to their 5 stand alone stores across Northern Ireland, with a secondary task of appealing to a younger audience.
Firstly, we carried out some consumer research on brand perception and awareness of the 5 NI stores. From the research, we were able to design the most effective media plan, utilising outdoor, radio and cinema to target the audience geographically, with an emphasis on appealing to a younger market.
In order to target high traffic areas close to the stores, we utilised 6 sheets and adshel live in Belfast city centre, Newtownabbey, Banbridge and Craigavon and retail digital panels within the shopping centres themselves. We also used eye catching Supersides from targeted depots and a fully wrapped bus shelter in Donegall Place.
Capitilising on the extra footfall for the Christmas big name blockbusters Frozen 2, Last Christmas, Le Mans ’66 and Charlies Angels we advertised in all Belfast Cinemas and Newry, Banbridge, Craigavon and Glengormley cinemas.
In order to attract a younger demographic to the stores & capitalise on the leading commercial station in NI, we bought airtime in Cool FM with Q Newry & Mourne utilised to cover the Quays store.
We also did a Facebook Live ‘Watch to Win’ competition with Pete and Rebecca from the Cool FM breakfast show. Filmed live from the Donegall Place store, 20 respondents had the opportunity to win a pair of Skechers. The competition had fantastic engagement with 4,467 comments to win the prize, 964 post likes, 126 shares and 28,000 video views.