A new City store opening was our opportunity to establish classic Danish gifting brand Georg Jensen amongst this affluent geographic audience.
We chose to target City media titles and leverage specific outdoor sites within the square mile, focusing our investment on individuals with high spending power and a higher propensity to turn desire into a store visit. A takeover of Bank station gave us an ongoing presence while a high-impact yet cost-effective cover wrap on the Financial Times directly targeted 1,000 CEO subscribers within the City limits. For those without the time or inclination to visit the store, we used hyper targeted online display to ensure we converted interest into purchase.
During the campaign, store footfall increased by 15% and average in-store order value increased too – proof that our precision targeting approach was right ‘on the money’.