The Centre's Christmas campaign given Tsuko treatment
The Centre's Christmas campaign given Tsuko treatmentAn Autumn/ Winter media campaign for The Centre in Livingston has been developed by Tsuko.
The campaign, which features the straplines ‘Reflecting your Style’ and ‘Way Beyond Your Expectations’ will raise awareness of The Centre and also of its fashion offer and its location near to both Glasgow and Edinburgh and will run across print, outdoor, web and radio.
Photography for the campaign was handled by Stephen Kearney with Tsuko’s design director Fiona Burnett leading the creative team.
Tsuko worked with MediaEdge Manchester on the media buying.
Susanna Freedman, managing director for Tsuko, explained: “Our brief was clear, to create an impactful campaign to inspire people to recognise that The Centre offers a strong array of fashion and style, and surpasses expectations. This campaign is also an opportunity to reiterate the fact that consumers can shop at one of Scotland’s newest and fastest growing regional shopping destinations within a half an hour journey.”
Jennifer Bruce, marketing manager at The Centre, Livingston added: “We embarked on this campaign to heighten awareness of our fashion offer and that The Centre is closer to the major cities of Glasgow and Edinburgh than most people may think.
“The striking visuals, which feature a mirror reflection to portray different looks and styles, will help attract our key target markets which include a mix of the highly fashion focussed shoppers through to those who have quality at the top of their agenda. We also tested the campaign with a focus group of 36 people across our target segments and received positive feedback prior to implementation.”
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Comments
comments
I'd rather do my Christmas shopping here than Edinburgh.
I was wondering what you were planning this year with regard shopping etc. Thanks for the clarification David and festive greetings to ye.
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Well anon 12:04 it's the union jack handbag that swung it for me.
‘Reflecting your Style’ - am really sorry TSUKO but I don't get it?!?
I'd have gone for the terrible traffic angle. This place looks like it could perfectly serve the needs of most of central Scotland, without the Fascist traffic wardens, six hour drive through tram congestion, or street violence from deranged weegies.
As a resident of Edinburgh, I'l either walk up to Argos, or train it to Inverness.
It may just be a case of the best campaign not making it through research. We've all been there. Perhaps it was liked because it doesn't have an idea - anon 18.52 - and therefore didn't challenge anyone in the focus group.
The lesson to be learned here is if you have to put more than one idea into research make sure they are all good and you'd be proud of whichever runs, because it leaves the building with your name on it and you can't stick a giant Post-it note on a 48 sheet saying "we had a better idea that never got bought".
Unfortunately, and here's where I agree with anon 18.52, the risk of producing an uninspiring and less impactful campaign is even higher when design does advertising.
Funny you should say that anon 09.58.
If a client has to explain an idea and feel the need to qualify why they are running it - a focus group of 26 women gave positive feedback - I'm not sure that the client truly believes it's a great campaign either.
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