Retailer Networks: Regional Pre-Selected Female Retailers including Oasis, Miss Selfridge, Wallis, Outfit and Matalan

Format (S): A3 Fitting Room Posters, A5 Till-Point Strut Cards and A6 Promo-Leaflet sampling.

In addition to full National broadcast campaign cover, Confero Marketing can also provide regionally targeted and effective localised campaigns for our clients, demonstrated through a recent regional campaign for HPS Automotive Group.

The objective of the HPS campaign was to create an uplift in sales enquires across a number of their local Dealerships for the new Fiat 500 Convertible.

To achieve this, Confero displayed an in-store A3 Fitting Room Poster campaign, supported by A5 format Strut Cards strategically positioned at Till-Point, and a Promo-Leaflet sampling campaign for 8 individual Car Dealerships selling the new Fiat 500.   A regional network of 18 fashion stores were involved – all in proximity to the individual Dealerships.  Each Dealership had their own bespoke branded artwork to ensure shoppers where aware of their local Dealership and the Fiat 500 promotion.

The Fitting Room Poster featured a tailored QR code for shoppers to scan in order to take them directly to the Dealership landing page, with more information on the Fiat 500 deals. The formats also featured a telephone number as well as a Test Drive offer on the reverse side of the A6 Promo Leaflets for shoppers to take away with them, and act as a reminder once they had left the store.

HPS wanted to reach a female audience that were image and fashion focused to advertise the new Fiat 500 model, making Confero’s fashion retail stores networks the perfect environment and fit.  The campaign delivered an audience of women only aged between 18 and 55.

Overall this four-week campaign helped HPS Group to raise awareness locally within their own catchment areas.  The QR code acted as a great way to make it easy for shoppers to interact and engage with the poster format while the Till-Point Strut Cards and Promo-Leaflets prompted further awareness and encouraged a Call to Action.