Challenge & Solution

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.


Results & ROI

  • Content from the pop-up posted on wilko’s Instagram generated 600K views
  • Consistent queues out of the shop with almost 1,000 visitors in 24 hours
  • 65% of guests were ‘surprised’ by wilko’s ranges and 82% said they would now ‘consider wilko as a place to shop’
  • Hundreds of pieces of product-focused coverage for Little Win of The Week across the nationalconsumer and regional media that truly demonstrate the range and benefits of wilko’s products