To drive traffic, you can’t just give people the directions. You need to give them the desire to follow them.
The basement level of John Lewis at Bluewater had never found its mojo. Despite several department shifts, the floor consistently underperformed.
So when it relaunched as a luxury Waitrose foodhall, we had multiple barriers to overcome. Food where none had been before. In a hidden location. Near a well-established M&S.
Our solution was to use the food itself to draw people to the new destination. A modern-day trail of breadcrumbs to the gingerbread cottage. With this neat visual trick, we were able to launch the foodhall, overcome the limitations of its location, and deliver a seamless customer journey across all media.
Functional. Directional. Inspirational. And it worked. Ambitious first day targets were beaten by 12%.