Primark: Walking Billboards

August 11, 2019Filed under Media and Retail Services
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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.

Advertising Agency:Sleek Machine, USA
CCO:Tim Cawley
Acd:Jeff Marois
Writer:Jeff Marois
Art Director:Mikayla Belson
Producer:Ashley Lawlor
Account Director:Danielle Allwein
Videographer:Kyle Jones
Editor:Kyle Jones
Sound Mix:Mark Wong
Big Bag Props:Adam Fergurson
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