Carswell Gould was recently appointed by M&S to implement an in-store and event led hyper-local marketing campaign, to promote, and drive traffic to nine Solent region stores in the lead-up to Father’s Day 2018.
The two-tiered campaign took the form of an in-store ‘Is Your Dad a Superhero’ competition – where one winner from across the region won a M&S man’s suit up to the value of £200 and a £50 gift card for the person who nominated.
In addition, we brought together M&S with Port Solent and organised a ‘M&S Superhero Quick Change Competition’ at the Port Solent Comic-Con event, the day before Father’s Day.
Working with M&S’s design studio, we created eye-catching décor consisting of a Superman banner, entry forms and a post box for the entry forms. The décor was situated at the front of each Solent store. We also produced competition guidelines for store managers, gifs for social media and a banner advert for the West Quay website.
To drive footfall to the Cowes and Southampton West Quay stores, we partnered M&S with Red Funnel throughout the competition, with a call to action advertising campaign featured on the Red Jet catamaran and at the departure points in Southampton and Cowes.
To encourage further traffic to the Cowes Simply Food branch, Superhero branded Carswell Gould staff handed out entry forms to arriving and departing passengers at the Red Jet terminal in Cowes.
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