As part of a major relocation of its headquarters, Arco looked to move their store on Waverley Street to new premises at Hull’s Link 63 Industrial Park. As their flagship store, Arco wanted to make the move a cause for celebration and enlisted Harrison Carloss to help support promotional activity through an integrated campaign including media buying and creative. In addition to the opening, the old store looked to hold their own closing down sale in order to help with the store move and also ensure that customers were aware of the upcoming relocation.
The project posed a number of challenges. Arco needed to get the message out to as many customers as they could over the Christmas period. Not only this, but they needed to get out multiple messages of the closing of the old store, the opening of the new and the varying levels of discount available over the offers period.
With the target audience being tradesmen, we targeted channels that would have the highest impact – opting for Radio, DOOH, Press Ads and Ad Vans, alongside more regular communication channels for Arco, such as Email, Social Media and POS.
We opted for DOOH which would allow us flexibility when it came to delivering multiple artwork creatives and enabling precise changes to messaging through the stages of the promotion. We also took a similar approach to Radio coverage of the opening, ensuring that there wasn’t any overlap creating outdated messaging.
We kept designs clean to avoid confusion with the messaging, keeping in mind the placement of the ad and who would likely be seeing it. For us, the worst-case scenario was a potential customer misinterpreting the message and expecting an offer which was no longer available – or worse, turning up at the wrong address!
The opening day garnered a lot of local press attention – helped along by an appearance by Sky Sports presenter and former Arsenal player, Paul Merson.
Our new store launch was a tremendous success. The store was packed, we were really pleased that so many of our customers turned up, and it was great to welcome a lot of new customers too. We broke records for takings taken in one store on one day – and are now looking at learnings from this event I know that you did a huge amount of work for this at very short notice, so thank you ever so much – your efforts really helped us to have a great launch.
Gillian White, Marketing Manager
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