It’s been a long time coming, but fashionistas can finally rejoice as H&M hit Sydney’s high street shopping mecca, Pitt St Mall on the last day of October. To celebrate the opening, the Swedish retail store wanted the whole city to know they were coming and had a goal of dominating the city in the lead up to the doors swinging open.
JCDecaux worked with media agency UM to ensure the store reached their coveted city audience and then some. To completely saturate the marketplace – the brand held double weight campaigns for two weeks ahead of the opening and then brought it home in the final week with special postings counting down the days on 15 scrolling panels around the CBD.
With a focus on high dwell, pedestrian thoroughfares JCDecaux created clusters of posters in audience eye lines through Martin Place, Pitt St Mall and across the city’s multitude of Spectacular bus stop networks. The campaign drove high awareness by showcasing the opening date of Saturday 31 October while also promoting the four departments they will stock – men’s, women’s, kid’s and homewares.
To bring some innovation into the campaign, JCDecaux produced neon countdown timers showcased in branded H&M Citylights panels at Martin Place and just outside the storefront in Pitt St Mall. These timers counted down the hours and days until the store opened, then finally displayed a flashing ‘NOW OPEN’.
The campaign was live in Sydney CBD from 20th October to 3rd November.