Scoring lots of little wins for Wilko
Idea
wilko asked Brazen to bring to life its ‘Lots of Little Wins’ ATL creative platform – surprising & delighting customers about the breadth, range, quality and value of wilko products.
Cue a 24-hour pop-up shop in the heart of London giving media, influencers and members of the public alike a chance to experience wilko at its very best and test its range of ‘winning’ products.
Plus to give our experiential pop-up an irresistible newsworthy edge plus guarantee footfall, we made it the world’s first-ever store to actually PAY customers to shop there. Every shopper who came through the doors was guaranteed to win a free product of their choice or a £5 gift card to spend instore.
Impact
600k
On wilko’s Instagram
1,000
Visitors in 24 hours
65%
Of guests were ‘surprised’ by wilko’s ranges
82%
Said they would now ‘consider wilko as a place to shop’
Hundreds
Of pieces of product-focused coverage across the media
