International retailer Primark is known for having amazing fashion at amazing prices. So, to celebrate the re-opening of one their flagship US store, they needed something a bit more amazing than a regular ribbon cutting.
In the days leading up to the opening, Boston-based agency Sleek Machine helped Primark create and rolled out eye-popping activations in the King of Prussia Mall – one of America’s largest, busiest shopping destinations – right outside of Philadelphia, PA.
First, we filled humungous versions of Primark’s iconic shopping bags filled with clothes, and turned shoppers and employees into walking billboards announcing the grand re-opening, while at the same time driving them to the store for the chance to win a Big Bag Shopping spree of up to $500.
Next, on the busiest day of the weekend, we hired paparazzi to follow everyday Primark shoppers around the mall, creating a unique experience for mall shoppers while promoting one of Primark’s key differentiators – Primark’s amazing fashion and prices means that everyone can dress and feel like a celebrity.
This professional campaign titled 'Walking Billboards' was published in United States in May, 2019. It was created for the brand: Primark, by ad agency: Sleek Machine. This Ambient medium campaign is related to the Retail Services industry and contains 6 media assets. It was submitted over 4 years ago.
Advertising Agency: Sleek Machine, USA
CCO: Tim Cawley
ACD/Writer: Jeff Marois
Art Director: Mikayla Belson
Producer: Ashley Lawlor
Account Director: Danielle Allwein
Videographer/Editor: Kyle Jones
Sound Mix: Mark Wong
Big Bag Props: Adam Fergurson