Client partner: Land Securities/White Rose
Campaign: SS14 brand campaign
White Rose centre has undergone a period of significant change in the last year or so. In addition to a vastly improved retail mix, a new brand campaign centered around ‘great moments’ was launched for Autumn/Winter 13.
Meanwhile, Land Securities were working on the launch of a new centre, Trinity Leeds. The two centres share a catchment area and have some overlap of retailers.
The Spring/Summer 2014 campaign was a key opportunity to highlight the unique experience of shopping at White Rose, reinforce the new brand strategy, and differentiate the centre from nearby Trinity Leeds.
In addition to our brand objectives, we aimed to communicate the benefits of White Rose (free parking, late opening, etc) with the overall aim of increasing customer dwell time and spend.
‘Great moments’ highlights the experience of shopping at White Rose. These moments extend easily into everyday life with fashion, gifts and tech purchased in the centre.
With these moments in mind, we used the Spring/Summer campaign to tell the story of a family holiday made possible with essentials from White Rose. We placed products from White Rose retailers at key points throughout the holiday. Everything from luggage to get the family to their destination, to the tech they used to share memories with loved ones back home, and of course the fashion that kept them looking their best, was available at White Rose.
Across the campaign we focused on the emotion and excitement of great moments. Colourful, playful and visually engaging photography was used, capturing natural and un-staged family moments.
The imagery reflected the tone of voice, which has warmth and humour, maintaining a friendly, down-to-earth feel. The voiceover for TV and radio used a regional Yorkshire accent, to inject familiarity into the already approachable style of the ads.
This versatile creative strategy was executed across: