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 national, consumer and regional media that truly demonstrate the range and benefits of wilko’s products