Livingston Designer Outlet (LDO) is Scotland’s largest designer outlet. It has 70 branded concessions, bars and restaurants.
Awareness and usage had been decreasing with the core female target audience alarmingly down by 8% before this project commenced. This was in part to LDO’s location which is remote; 15 miles west of Edinburgh and 30 miles east of Glasgow
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 came up with an engaging campaign that matched the desires of the target market and worked across multiple media channels.
Overall, the campaign had incredible standout; aided by memorable, clean and uncluttered messaging. Footfall and like for like sales increased over the campaign period with social media platforms achieving a 31% increase in likes.
This project was awarded a Merit in the Purple Apple Awards for Strategic Marketing and grabbed a Bronze Award in Retail at the Marketing Society Star Awards!
"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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