Our brief was to introduce the ACTIVE BRANDS (Puma, Levi, New Balance, Nike, Adidas) at newly launched EDGARS ACTIVE STORES. To increase sales and optimise brand exposure in-store to the widest possible appropriate audience with the reach and penetration of a traditional BTL (Below-The-Line) launch campaign.

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Each of these brands needed to be experienced on a personal level in order to address a huge ‘”knowledge gap” in the market that these are actually brands for the ACTIVE and sports lifestyle and for this reason the brands offering had to be shifted from mainstream EDGARS to the EDGARS ACTIVE STORES. 

 

Set up concept activations in-stores and malls during peak trading times with canvassing and music to attract prospects to purchase any of the brands and qualify to enter a draw to win prizes. The winners were drawn every 30 minutes and every other hour.