HOW WE MADE A 24 HOUR POP-UP SHOP WIN IN LONDON

Retailer wilko challenged Brazen to launch its ‘Lots of Little Wins’ creative platform and bring its above-the-line retail advertising campaign to life, surprising and delighting consumers about the breadth of range, quality and value of its products.

To help change perceptions, the Brazen PR retail team decided upon an experiential activation that would allow the media and consumers to see, touch and feel the products and hear, first-hand, from the incredible product innovations team behind the range of ‘winning’ products.

And so, Lots of Little Wins London, was born.

wilko Pop-Up Shop picture
The exterior of our corporate PR campaign for wilko

A 24-hour pop-up shop in the heart of the capital gave media, influencers and members of the public a chance to experience wilko at its best. But, with the rise of pop ups, the wilko team at Brazen needed to ensure this one stood out with a strong hook and undeniable incentive to guarantee footfall.

So, to dial up wilko’s innovation credentials, Brazen devised a unique and newsworthy way to transform an ‘ordinary’ pop up into a must-visit destination by making it the world’s first store that pays customers to shop!

This one-of-a-kind, interactive, concept store invited shoppers to come and discuss what household problems they face on a daily basis and if wilko doesn’t stock a product to solve it, to influence future launches that could help get the job done.

Wilko Pop-Up Shop picture
Customers spinning the wheel to win a prize or gift card!

And, in return, every shopper who came through the doors was guaranteed to either win a free product of their choice or a £5 gift card to spend instore.

We chose a location with strong footfall and designed the format of the store to take shoppers on a tour of wilko’s best products within each and every category, demonstrating that wilko has a product range for every room in the house and gardens big and small.

The pop-up was supported with a strategic PR press office featuring wilko’s Little Win of the Week e-shots – which showcase standout products from across wilko’s many categories.

Results of our retail PR stunt

Pre and post event coverage had a total reach of 94M

40+ journalist and influencer attendees from key national and consumer titles

95% of coverage included at least 2 key messages (range, quality, value)

Even more results!

See our PR campaign in-action!

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