Lend Lease Bluewater

Campaign in 1999 by Banks Hoggins O'Shea to launch Bluewater (the shopping centre in Kent). 3 target groups of customers were identified, targeted with emotive advertising showing B as a great day out rather than a shopping centre.
Agency: Banks Hoggins O'Shea
Author: Steven Hastings

Bluewater

SYNOPSIS

Launching the largest shopping centre in Europe should be as easy as hitting the limit on your credit card, you may say. Yet when that shopping centre opened within 10 miles of Lakeside Thurrock, a very wellestablished rival, and the aim was to attract bigger spenders who dont like shopping centres, fresh thinking was needed. To avoid these big spenders turning off we had to turn architecture into emotion. Although we had many strong and impressive facts at out disposal we had to resist the temptation to use them, instead concentrating...

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