To bring attention to the re-opening of one of its flagship stores in the United States, Primark created "Walking Billboard" advertisements within the King of Prussia Mall—one of the country's largest and busiest shopping destinations in Philadelphia, PA. For the activation, Primark created large-scale versions of its iconic shopping bags and turned people into living advertisements to announce the location's re-opening, as well as the chance for shoppers to win a Big Bag Shopping spree of their own of up to $500.
On the busiest day of the weekend, Primark also hired paparazzi to follow regular shoppers around the mall, emphasizing the retailer's ability to share cost-effective fashion styles with people to make them look and feel like celebrities with outfits worth capturing on camera.
What's Driving This Trend
- Interactive Advertising
- Creating unique, interactive ads like walking billboards can generate buzz and bring attention to a brand or store's message.
- Experiential Marketing
- Offering customers a unique, memorable experience can create loyalty and increase brand awareness.
- Brand Activation
- Emphasizing a brand's message through activation events can build excitement and generate both online and offline buzz.
Who This Affects Most
- Retail
- Using interactive and experiential marketing strategies can generate foot traffic and sales for retailers.
- Advertising
- Innovative advertising strategies such as walking billboards can help brands stand out in a crowded marketplace, especially in high foot-traffic areas.
- Events
- Creating activation events can bring together a community and emphasize a brand's message in a fun and memorable way.
