Calling all shoppers and food lovers!
We were asked to put on a community-building summer event that let more people know just how special St Christopher’s Place is and encourage them to buy something special to match.
It was a perfect storm. We’d recently seen the destination through a brand relaunch and had been managing its digital presence for nearly a year; we knew its identity and we knew its audience.
To make this a success, we knew that we had to capture the quirks that make St Christopher’s Place stand out, alongside the array of shops and restaurants that call it their home.
What We Did:
Summer. It’s a time when inhibitions are lost, flamboyancy is found and the most important thing on your mind is feeling (and looking) your best. So, we celebrated the cosmopolitan character of St Christopher’s Place with an event that brought together everything from eclectic restaurants and quirky cafés to popular high street brands and fashion boutiques in a summer fete like you’ve never seen. Introducing Ooh La London!
The Big Day
Laughter, live music and lots to do; the piazza at St Christopher’s Place was a hub of human activity. 16 tenants flung open their doors showcasing everything from food sampling to jewellery styling.
You could look to the right and see a family eating lunch alfresco as they watched their son dance with the lead singer of the band performing. And if you turned to the left, you could see men getting their hair styled in a portable barber chair as they watched their partners indulge in hand massages.
Feels like summer
It’s not a summer party without bunting…or ribbons and balloons for that matter! So, we dressed the streets of St Christopher’s place with pops of colour to celebrate the sense of summer.
Which way to summer?
What’s the point in a summer event if no one knows where it is? Exactly. That’s why we set up branded easels, directional signage and a programme of events at multiple entry points to St Christopher’s Place, which made sure that anyone walking by knew what was going on just a short walk away.
Before the big day
Letting people know about the event had to start before the big day itself; two weeks before actually. So, we created a suite of printed material for all the shops and restaurants taking part. Plus, handouts outlining key information and offers to redeem on the day were sent out to local Londoners and neighbouring businesses. All this started to build a sense of community amongst retailers, but also acted as a physical reminder of the event day for regular shoppers.
We’re all found looking at our phones more often than we’d like to admit. So, we developed a cross-platform digital campaign to supplement our activity on the ground. From announcement to pre-awareness, during the event to post-party advocacy, it played a crucial role in targeting specific audiences throughout and hitting objectives. Organic social, paid social, display networks, email platforms, and blog posts all pushed users back to the St Christopher’s Place website to let them know what the event was all about, offer deal incentives and get them excited to visit.
“The event was better than I could have ever imagined”, Simon Donaldson, General Manager
Footfall measured 20,012.
293,319 digital users reached.
Display ads viewed 8 million times.