Category

Case Study

Feb 07
0
chinese new year

Don’t stop the music!

By | Audio, Case Study

The challenge: To create a playlist that would engage and excite shoppers during Chinese New Year 2019 celebrations.

We’re always happy to work creatively and think out of the box. So when we were approached by Lower Precinct in Coventry to help them create a buzz around Chinese New Year, we jumped at the chance.

At OnBrand we always have a creative take on briefs, so we drilled down on the many ideas we had and decided to make some music. We profiled and played out a bespoke music playlist of Chinese themed world music that was both inviting and evoked a calming atmosphere for shoppers. And the result was, well, music to everyone’s ears.

We were thrilled with Lower Precinct’s Senior Duty Manager, Lyndsay Smith’s feedback. She told us that our team’s playlist ‘was the perfect finishing touch that enabled the centre to knit together the activities that took place throughout the mall and arcade, providing a seamless experience for visitors, exhibitors and retailers.’

It complemented the Chinese musician and the traditional events they had planned out.

We admit we did a little dance to celebrate…

Take a listen to our playlist… Sounds good right? Contact us today to discuss what might may be music to your shopper’s ears…

Aug 29
0

Creating a community

By | Audio, Case Study, Digital, Events, Shopping Centres, Social

The Baytree Shopping Centre has been a crucial part of the town centre for Brentwood shoppers for a number of years, with its wide range of stores surrounding a central café hub and thriving fitness centre on the second floor.

The centre management recognised the importance of captivating the local community and wanted their shopper to have a better shopping experience, both on and offline.

Focusing on smarter marketing

In order to grow its reputation as the heart of shopping in Brentwood, the centre management team identified that, in order to achieve this, they would need to seek out a marketing agency.

OnBrand were thrilled to be appointed in January 2018 as the outsourced marketing agency for the Baytree Centre.  Specialising in smart marketing using customer knowledge, OnBrand creates and delivers the Baytree Centre marketing strategy across all channels: digital, social, audio and events.

Working very closely with Dan Foley, the Baytree Centre Manager, OnBrand delivers a ‘joined-up’ approach to marketing.

Our experience-led marketing programme covers all touchpoints on the shopper journey:  from poster advertising space to email marketing, PR and social media engagement, to excite customers with competitions and events.

‘We’ve seen a significant increase in our online presence, developed encouraging relationships with a number of our retailers who help support our marketing activities and held a number of successful events which received positive customer feedback’  – Dan Foley, Centre Manager

Delivering successful campaigns

Since working with the Baytree Shopping Centre, OnBrand has delivered a number of thriving community engaging campaigns with success stories across all marketing channels:

  1. Valentine’s Day social media saw a rise of 56% engagement during February thanks to our event, online competition and retailer offer activity
  2. Pre-promotion of our Mothers’ Day and Easter Activities drove April Facebook followers up by 300%, as well as increasing our reach by 150% talking to over 5,000 local shoppers
  3. Dedicated April Twitter activity saw page impressions grow by nearly 4,000, reaching over 17,000 in one month, an all-time high for this channel

Building the future customer experience

With exciting developments coming soon to the centre, we are delighted to be collaborating on the 2019/20 marketing strategy for the Baytree Shopping Centre.  Our approach is to provide a continued balance of customer retention & customer acquisition activities, developing a whole host of new ideas to be delivered across digital, social, audio and events.

Apr 17
2

A winter wonderland for Russian Standard Vodka

By | Branding, Case Study, Events

The Challenge

We love a challenge and transforming a popular London bar and club 10 days before Christmas was just up our street. The bar in question was Babble’s City of London flagship bar, the brand Russian Standard Vodka. The brief – to transform the space into an Ice Bar ready for Christmas and New Year guests.

Key was ensuring an on brand experience and brand activation to elevate the Russian Standard Vodka brand, create positive social media traffic and help build and boost reputational value.

Enter OnBrand

With no time to lose our creatives eagerly bought in a few of the vodka bottles (brand immersion they called it), turned off the heating and started watching re-runs of “From Russia With Love”. Some hours later they emerged, and a mood board began to take shape.

Site visits followed, and we began our measurements, sizing up which parts of the fixtures and fittings of the bar could be branded, removed, dressed or masked – especially an immovable 18 metre deep red Chesterfield sofa. A needle and several threads later resulted in an elegant, comfy and chic place to unwind.

As with any project, brand association and linking the theming to the client was key. We successfully balanced signposting, lighting and soft furnishings with a cocktail of icicle lights, white light-up cubes and tables, and winter inspired accessories.

Prime locations for the Russian Standard Vodka logo and branding were identified around the venue, to help bolster the presence of the brand.

With just a few hours to spare, and some sweat and tears shed, a transformation that would have been worthy of “Stars in your Eyes” was complete, to well received plaudits from guests and the client alike.

Key Wins

The event was a real success, generating positive social media, Instagram hits and guests certainly assured of the positive values of the Russian Standard Vodka influence.

  •  A complete venue transformation
  • Positive brand activation for Russian Standard Vodka
  • Complete client satisfaction
  • Strong social media results

Apr 17
0
Easter Events

Egg-citing Easter activities at Baytree

By | Case Study, Events, Shopping Centres

The Challenge

The Baytree Shopping Centre asked OnBrand to organise a fun, community focused Easter event that would get young families in Brentwood excited for Easter and all things chocolate!

Enter OnBrand

OnBrand, of course, got egg-cited and set about creating an event that would encourage shopper participation, create a feel-good factor and increase dwell times in the centre, and ongoing loyalty.

Success for the client was delivered by OnBrand through implementing multi-channel marketing promoted by posters, radio advertising and a press release distributed to local media, paired with strong digital marketing.

As with many of our events, retailer engagement was part of the brief, and we set about getting retailers involved in our plans. This led to a bumper Easter hamper competition created with strong support from several retailers, and of course lots of chocolate for our winner!

Key to all our activations is driving traffic to the centre website, where sign up and further loyalty can be acquired resulting in a reduced cost to reach shoppers in further marketing efforts. To drive this, the competition was only available on the Baytree website and marketing via social media brought a spike in web traffic, supported by a geo targeted paid boosted Facebook campaign.

On the day we delivered an Easter Egg hunt that engaged shoppers further, driving them into participating retailer stores where clues (and large print eggs) had been secreted.

For those children a little younger we provided an Easter crafts station for kids to create their own dress up bunny ears, create hampers and decorate eggs.

Making Easter Baskets

In engaging the wider local community of Brentwood, the day was supported by Safer Brentwood, a local police partnership initiative. Entertainment was provided by a local youth dance troupe who used the centre as a perfect indoor, dry covered environment to allow their kids the ability to showcase what they do and give them a focal point for the finale of their workshops. Certainly, they kept shoppers very much entertained with their singing and dancing routines.

Lastly, and to ensure a lasting memory and ongoing post event promotion the magic of the day was captured on video.

Key Wins

The day was a triumph, with a number of key wins for the centre, shoppers and OnBrand.

  • A fun family day out with craft activities and Easter hunt
  • Retailers involved in the day, in online competitions, and shoppers driven into store
  • Positive relationship between the centre and its retailers increased
  • Local community engagement and partnerships brought into the event
  • Increased event anticipation due to the multi-channelled marketing approach
  • Happy shoppers and children, resulting in a positive opinion of Baytree Shopping Centre
  • The Easter competition garnered record-breaking entries
  • Social media channels were popular entry points to the competition entry page, proving the success of accurately targeted marketing
Apr 06
1
Mother's Day Event

Making Mother’s Day memories at Baytree

By | Case Study, Events, Shopping Centres

The Challenge

To help celebrate the mothers of Brentwood, Baytree Shopping Centre wanted to organise a Mother’s Day event that would get people excited and ready for Mother’s Day and help them show all the Mums in their community how much they are appreciated.

Enter OnBrand

The event aimed at encouraging people to come to the centre and participate in the day’s activities and had the added benefit of drawing in passing foot traffic. To help encourage interaction and anticipation of the event and Mother’s Day there was also a Mother’s Day competition sponsored by two Baytree Shopping Centre retailers.

Our plan to ensure success:

  • A multi-channel marketing plan was implemented
  • Visual and radio advertising were utilised
  • Social media marketing through Facebook and Twitter
  • Carefully targeted boosted Facebook posts
  • Free and fun Mother’s Day related crafts to drive families into the centre
  • Amazing free entertainment from local community partners
  • Free daffodils for all the mothers in the centre

OnBrand was on hand throughout the day’s activities to ensure the event went smoothly, and guaranteeing that a fun time was had by all.

Key Wins

  • Record breaking footfall numbers with more than 12,500 visitors on the day
  • Retailer involvement with the Mother’s Day competition
  • Community engagement and partnership
  • Multi-channel advertising resulted in increased anticipation of the event
  • Family involvement in the event

What They Say

“Another first event for Baytree, the centre received clear and easy to follow proposal that was tailored to the event budget. The event sent our social media channels into a frenzy with a number of positive reviews, compliments, and proud parents sharing their children’s happy day ”

Dan Foley – Manager of Baytree Shopping Centre

Mar 19
0
Valentine's Day Event

Valentine’s Day comes to Baytree

By | Case Study, Events, Shopping Centres

The Challenge

Baytree Shopping Centre wanted to organise an event that would get people excited for Valentine’s Day, as well as increase centre footfall and drive more people into the retailers.

Enter OnBrand

The event aimed at encouraging people to visit the centre and participate in the day’s activities. An added footfall driver was the Baytree Shopping Centre Valentine’s Day competition, sponsored by several of the centre’s retailers.

We developed a plan to ensure success:

  • A multi-channel marketing plan was implemented including visual and audio advertising
  • Multi-facetted social media marketing and advertising, with paid promotion to a carefully targeted social media audience
  • Retailer engagement resulting in competition prizes and retailer involvement
  • Community engagement, resulting in community partnerships and involvement in the event
  • A day of free and fun activities to drive people into the centre

To ensure that the day went off without a hitch, OnBrand was on hand, and made sure that shoppers, their kids and the centre staff had a great day!

Key Wins

  • The event resulted in increased competition entries
  • Increased the marketing database
  • Family involvement in the event
  • Positive feedback from retailers
  • Improved tenant relationships and engagement
  • Advertising resulted in increased anticipation of the event
  • Expanded event reach with the balloons travelling down the high street outside the centre

What They Say

“The centre had never hosted a valentine event previously so it was with great excitement when we received Onbrand proposal. This event was a huge success and was supported by a record number of competition entries and an incredible increase of 22,000 in website views
The event also allowed the introduction of the fantastic local theatre school, Razzmatazz.
The event video is a feature page on the centre website and shows the shared values and ethos”

Dan Foley – Manager of Baytree Shopping Centre

Mar 19
0
Valentine's Event

Sharing the love at St. George’s

By | Case Study, Events, Shopping Centres

The Challenge

Ahead of Valentine’s Day, St George’s Shopping Centre wanted to organise an event that would get people excited for the day of love, as well as increase centre footfall and drive more people into the retailers.

Enter OnBrand

The event needed to be welcoming and help reinforce St. George’s Shopping Centre’s presence and its caring nature to the community, by encouraging people to participate in the day’s activities. Two primary activities were used to help encourage participation, free face painting for the children and roaming Valentine’s Day themed St. George’s selfie frames, linked to a retailer sponsored competition.

We developed a plan to ensure success:

  • Retailer engagement and participation with a sponsored competition prize and free gifts on the day
  • A day of free and fun activities to drive people into the centre
  • Implementation of a multi-channelled marketing strategy
  • Radio messaging and advertising to promote the event
  • Social media marketing to a carefully targeted audience, including paid advertising

During the day, OnBrand was on hand to ensure everything went smoothly, and that all parties involved, including the staff, retailers and shoppers, had a great day!

Key Wins

  • Excellent event engagement from shoppers and people passing on the high street
  • Local media coverage
  • Great social media engagement before and after the event
  • Advertising resulted in increased anticipation by shoppers
  • Good tenant involvement
  • Increased shopper competition entries for the retailer sponsored Valentine’s Day competition
  • Shopper data captured through competition entries, expanding the marketing database
  • Family involvement in the event – parents and their kids loved the face painting, and the balloons and chocolates handed out
  • Expanded event reach as the balloons and selfie frames travelled up and down the high street outside the centre
Jan 22
1
Beauty Awards 2017 red carpet

Beauty Awards 2017

By | Case Study, Events

The Challenge

When OnBrand were approached, again, to run the Beauty Awards with OK! Magazine we were of course delighted. This year, however, presented a bigger challenge. With 650 guests, 120 high profile celebrities, press and paparazzi and the associated media coverage, it had to be a night the client would remember, and for the right reasons.

The Beauty Awards is, without doubt, the most prestigious date in the beauty calendar, bringing consumers, retailers, celebrities and beauty advisors together with top brands, to determine the industry’s greatest product innovations over the previous 12 months.

This year the gauntlet was also thrown down with a unique venue – a pop-up venue in the ground of the Tower of London which would only be built 2 weeks before the event.

Enter OnBrand

Running an event with multiple and significant stakeholders requires real attention to detail, and our remit this year widened into the following areas:

  • Event Management
  • AV Production
  • Transformation, Branding and Theming the venue for drinks partner: Gancia and Zubrowka
  • Event Security
  • Managing all press – approved and paparazzi
  • Awards music and theming
  • VIP area staging and management
  • Event Operations

As always, preparation is everything, and we created a project plan that was approved by all stakeholders in advance to make for a smooth process on the day. Four site visits, 1200 emails later and we were ready to go live.

Key Wins

  • Full event management
  • High quality AV production
  • Sourced and supplied well known presenters
  • Managed VIP’s
  • Full event logistics
  • Contractor management
  • 100% client satisfaction

What They Say

“The OnBrand team was tasked with both transforming the venue with a very tight lead time, and final branding was only approved 4 days before the big night. On the day logistics went very smoothly – it had to given the heavyweight media exposure, and the expectations of our partners. Daniel Graham and his colleagues together with a whole troop of suppliers partners pulled it off, making The Beauty Awards 2017 with OK! an event that will be remembered by everyone for many years to come. Looking forward to working with you in 2018.”

Tim Langford, Managing Director – Communications International Group

Jan 22
0
Christmas event

Arts & crafts at St George’s

By | Case Study, Events, Shopping Centres

The Challenge

St George’s Shopping Centre wanted to organise an event that would get people excited for Christmas, as well as increase centre footfall and drive more people into the retailers.

Enter OnBrand

The event needed to be festive and encourage little ones to take part, so we organised a day of festive craft workshops!

We developed a plan to ensure success:

  • A morning and afternoon workshop would be hosted
  • A multi-channelled marketing plan was implemented
  • Posters were deployed around the centre
  • In-centre radio messaging was employed
  • Facebook and Twitter were used for social media marketing
  • Targeted Facebook boosts extended the event’s social media reach

OnBrand was on hand on the day to ensure everything went smoothly, and that both shoppers, their kids and the centre staff had a great day!

Key Wins

  • Family involvement in the event
  • Great social media interaction before and after the event
  • Advertising resulted in increased anticipation by shoppers
Jan 22
0

Santa comes to the Pavilions

By | Case Study, Events, Shopping Centres

The Challenge

Ahead of Christmas and to kick off the festive season, Pavilions Shopping Centre wanted to host a Christmas themed event that would bring the local community together, increase footfall, and drive more people into the retailers over the Christmas period!

Enter OnBrand

To ensure this was an event that would do the centre proud and get people into the festive spirit, it had to be a day that everyone would remember and enjoy.

Numerous exciting and unique activities were planned for the day, to help people enjoy the day’s festivities:

  • The Mayor switched on the Christmas lights and opened Santa’s Grotto
  • Kids could visit Santa and receive a gift from the man himself
  • A giant snow globe where people could have their photo taken
  • A surprise performance by local dance troupe
  • Roaming entertainment

Our plan for success:

  • Designed a successful multi-channelled marketing campaign
  • Deployed posters around the centre
  • Implemented social media campaigns on Facebook and Twitter
  • Facebook boosts to carefully targeted audiences
  • In-centre radio messaging and newsletter

To help capture the magic of the day, a videographer was onsite during the event, which was later shared to the Pavilions social media channels, generating great interaction with followers.

Key Wins

  • A good turnout by the local community
  • Good interaction with shoppers on the day
  • Community involvement, with the mayor opening the day’s events
  • Increase in social media engagement before and after the event

What the client says:

“It was my first Christmas here at The Pavilions Shopping Centre and I thought it was by far the best Christmas/ Grotto opening day I have ever attended. With the Mayor of Broxbourne switching on the Christmas lights, a snow globe that attracted lots of people, lively DJ who played non-stop festive songs all day, entertainment from live performers – Hodman and Sally – and many more activities, it was truly a day to remember. Thank you to the OnBrand team for making this event a success. Looking forward to 2018!”

Gary Cook, Centre Manager & Kelvin Nwadiaro, Operations M