The Freshers’ Week campaign will consist of a fun game-centre activation targeting Birmingham, Newcastle and Southampton city centres where New Look operates flagship stores, as well as having high student populations.
The activity will be based around a retro trike with an interactive display of ‘Spin the Wheel’ and ‘Twist and Win’ games. Spin the Wheel participants will be rewarded with a range of prizes or a New Look outfit,
The Twist and Win game will encourage freshers to get to know one another as part of a physical entangling game.
Brand communicators will also be enticing students to visit selected New Look flagship stores in Southampton and Birmingham’s Bullring shopping centre on Thursday (3 October), to take advantage of a 20% off student promotion and a chance to win a year’s supply of New Look shoes.
Groups of new students will be able to enter the shoe competition by having their photo taken in New Look-branded photo booths in-store.
Lucy Atkinson of New Look’s brand marketing team, said: "We want students to understand that New Look is the fun fashion brand. Experiential is the most effective way to convey this fun factor and engage with our target student demographic."
Dom Robertson, managing director at RPM, added: "To support New Look in becoming the number one fashion retail brand for UK students all year round whilst bringing to life the fun, cool and exciting nature of the brand, we’ve created a concept and campaign that will achieve cut through with students within a congested environment.
"It will increase footfall, brand awareness and support in-store/online sales, ultimately adding commercial value to the business. The visually creative and interactive nature of the campaign, and it’s positioning within high footfall locations, will ensure maximum impact and talkability."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.Follow @samedwardsevent