OBJECTIVE
Our new client Specsavers, a British multinational optical chain, was importing its successful brand into Canada. They wanted to celebrate the opening stores’ teams, build brand awareness and generate excitement in this new market.
CHALLENGES
- Execute 16 seamless store openings in multiple locations across BC
- Each franchise owner had their own unique vision for their store’s opening event
- Create an inviting atmosphere that made every guest feel like a VIP within the shopping mall environment
- Apply our finely-tuned DMC and Event Production expertise in a new way
STRATEGY
- We assembled a cohesive team to bring the same passion, excitement and keen eye for detail to each store activation
- We rolled out the red carpet at the entrance of each store and held photo ops when VIP guests arrived to build hype around the store and attract passers-by
- With the help of a PR agency, local media and dignitaries were included for a special ribbon cutting ceremony to officially mark the grand opening
- Photographers, DJs and sometimes even radio remotes and food trucks helped create buzz at the events, keeping guests and the stores’ teams entertained and energized
- Celebrity guest appearances by “Fin”, the Vancouver Canucks mascot, donned in Specsavers glasses, engaged the local audience and provided additional fun, branded photo opportunities
The Result
Optometry stores aren’t always the “place to be” when visiting a mall. We helped create a high-energy environment that felt exclusive yet inviting and made the franchise owners and their guests all feel like VIPs. Shoppers lingered, Instagram moments occurred, contests were entered, prizes were awarded, and the brand left a lasting positive impression with its new audience.
