O2 NEW STORE PROGRAMME – BREATHING NEW LIFE INTO 57 STORES
Ideation Design Digital Event Management Production Wayfinding
O2 were preparing to close down 57 stores to give them a fresh refit or move them to different location. We were asked to let customers know what was going on and encourage them to visit when they reopened.
Closing any store causes anxiety for brands and customers alike, let alone on this scale. So, retaining brand affinity was everything. Our campaign had to be hyper-flexible to allow for the multitude of locations but, at the same time, remain consistent.
What We Did:
So, we designed an integrated marketing strategy, which we dubbed our New Store Programme. The beauty of it was its scalability, which allowed us to take the campaign, localise it and ensure it was always as effective as possible. Wherever it needed to be.
Our campaign message set out a stall to literally breathe new life into O2 shops, balancing determination with familiarity. Positioned alongside welcoming supporting copy, we always made sure customers were completely up to date and aligned with O2’s ‘Breathe It All In’ proposition.
A tiered approach
We split our New Store Programme into three tiers: gold, silver and bronze. Each store was categorised based on size and budget allocation. This would determine its launch weekend activity level and the extent of local and digital marketing opportunities explored.
Every store was different, so all of our media needed to be adaptable. We would tailor ad space dependent on the store tier, location and audience need, using everything from posters, leaflets and local press to bus stops, shopping centre web pages and local radio spots.
We leveraged each store’s existing Facebook page to update their audience, but we also boosted awareness with sponsored posts that targeted potential customers in the local area.
Alongside O2 Angel support and an accessories promotion, every store had a ribbon celebratory cutting ceremony. Then, dependent the tier, it would also be supported by competitions, tailored prizes or even theatrical hospitality.
Flying the flagship
We were even lucky enough to launch O2’s brand-new flagship store in Liverpool as part of the New Store Programme. We took personalisation to the next level and celebrated Liverpool in a way that only Liverpool could.
Communication is key
Managing an integrated marketing strategy that was this scalable and flexible took a huge amount of coordination. Every week, there was a new batch of stores, new locations, new media opportunities, new media buyers and new store leaders. And they all had to be brought into alignment seamlessly.
Onto the next step
The numbers speak for themselves, but this was only the first phase. Thanks to its initial success, we are continuing to look after the closing, opening, refitting and relocating of O2’s stores; and we relish the new, and ever-evolving, challenges it brings.
Whether you’re looking to start a new project, fancy a change of career or just want to have a chat, drop us an email or give us a call – we’d love to hear from you.