Effective campaigns for shopping centre advertising

Bristol Hippodrome

The Bristol Hippodrome ran an activation campaign using our Malls Live screens in Cabot Circus shopping centre. The theatre wanted to raise awareness of its upcoming productions and drive ticket sales, which it did successfully. 

As part of a wider OOH campaign using screens across the city centre’s high streets and pubs, the Hippodrome managed to reach both locals and visitors to the area. The use of key retail environments ensured that the theatre placed its brand in front of leisure-seekers and gift-buyers – two audiences in the market for theatre tickets. 

Cravendale

Alongside their popular ‘Everybody’s Free’ TV commercial, milk brand Cravendale ran a multi-format OOH campaign with the goal of activation at scale. To do this, they utilised unmissable DOOH screens in shopping centres and supermarkets across the UK.

Cravendale captured the attention of shoppers with a 3D advert that gave the illusion of a farmer reaching out from the screen with a glass of milk in his hand. The creative was simple but innovative, showing how effective shopping centre advertising can be when trying to make a statement within a busy environment.

University of West England

As part of its student recruitment drive, The University of West England (UWE) decided to bring the sights and sounds of life on campus to the people of Bristol. This creative idea was facilitated by two directional audio domes set up in the Cribbs Causeway and Cabot Circus shopping centres.

When shoppers stood in the right spot (indicated by prominent vinyl floor markings), they were perfectly positioned under the sound dome. The accompanying full-motion video screen then played a flyby tour of UWE’s campus, ensuring an engaging, multi-sensory experience that drove results.

1. Interactive ads

With the rise of experiential retailing, shopping centre audiences are increasingly being turned from passive participants into active ones. Interactive Digital Out of Home (DOOH) screens allow advertisers to engage their audiences on a deeper level, providing a more memorable experience.

2. Unmissable screens

A strategically placed large advertising screen captures attention in a way that little else can. With formats like our Malls Live XL screens, advertisers can make an unrivalled impact at the key moment and ensure their brand is front of mind as audiences scout the shops.

3. Special offers

There’s a reason why special offers are so consistently used in advertising materials – consumers love a good deal. By drawing attention to current promotions, brands can cement themselves as the smart option when it comes to cost-conscious customers. This is especially effective during retail occasions when consumers are always on the lookout for offers. 

4. Loyalty schemes

Shopping centre audiences are generally looking to purchase, and loyalty schemes reward purchasing. Using shopping centre advertising to draw attention to loyalty schemes can therefore help audiences to feel as though they’re getting something extra back by choosing your brand. Driving loyalty with retail advertising also means that adverts continue to provide ROI long after the campaign has ended.

5. Directions

For brands with physical shops, advertising in the shopping centre where the store is located makes perfect sense. Using messaging with simple directional cues such as ’50 metres this way’ accompanied by an arrow can be highly effective, as it removes friction for audiences. By streamlining the shopping experience, brands provide their audience with a sense of convenience and immediacy that helps to drive action.

6. Contextual messaging

Contextual messaging that displays relevant content at the relevant moment has been shown to increase brain response by 32%. In a shopping centre environment, this could be as simple as advertising umbrellas when it’s raining, or using seasonal marketing tactics to promote card sales in the run-up to Mother’s Day.