Intu Shopping Centres
Brief:
Drive footfall into their shopping centres and help drive brand love in an unconventional way; namely without the expensive use of mainstream media.
Idea:
The Big Birdhouse Tour - a way to unite the RSPB with the Intu brand “bird” iconography in a disruptive and engaging way.
Results:
Not only did footfall increase across their centres, but sign-ups to the RSPB exceeded all expectations, breaking our target before the halfway stage of the project with the campaign achieving 255% v. target by 16th October (the date when the birdhouse installations came to an end) and raising over £116,000 in total for the RSPB through our sales of miniature bird houses and membership sign-ups at each centre.
Further coverage across multiple printed and online publications (including Country Living, Homes & Gardens & Birdwatch) throughout the campaign – which created an extended reach of over 1.8 million.
I worked on the concept, which was then developed and implemented by Leo Burnett Group (Arc) after I left the agency.
