For brand awareness campaigns, Livingston Designer Outlet (LDO) offers plenty to work with as Scotland’s largest designer outlet. It has 70 branded concessions, bars, and restaurants.
Awareness and usage fell with the core female target audience alarmingly down by 8% before this project commenced. This is due to LDO’s remote location: 15 miles west of Edinburgh and 30 miles east of Glasgow.
Therefore, we worked with LDO to establish a ‘big idea’ that appealed emotionally and rationally and could be exploited across all media.
The target audience is female, fashion-focused but not driven by trends. More importantly, they want quality with value for money.
Enter: ‘Love it for less’. Our team developed an engaging campaign that matched the desires of the target market and worked across multiple media channels.
Overall, the campaign stood out; aided by memorable, clean and uncluttered messaging. Footfall and like for like sales rose over the campaign period with social media platforms achieving a 31% increase in likes.
As a result, this project netted recognition within the industry. It has earned several awards, including a:
"We were impressed with APS Group Scotland's strategic thinking, creative approach and rounded offering that could deliver on all customer touchpoints; from TV and traditional advertising to social media and in-store technology. We look forward to working with the APS team to achieve the centre's objectives."
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