We delivered: Advertising and communications strategy, photography, film, web development, print, out-of-home advertising, social media.
We were briefed to reinvent the Mailbox communications strategy in order to increase brand visibility, awareness, footfall and sales; we were also commissioned to develop the brand position to connect with a wider audience and reinforce its connection with a existing customer base.
We took Mailbox back to the drawing board, adopting a collaborative approach to introduce a new cross-platform strategy with engaging and beautiful content at its heart. It was important to communicate that Mailbox is more than just a shopping destination, it’s a place where visitors can immerse themselves in an exclusive world away from the chaos of the city centre.
To ensure maximum visual engagement, we took inspiration from the world’s best storytellers, luxury destinations and fashion brands. The success of a new campaign and advertising direction lay with a visual evolution of brand values and the creation of a new strapline ‘You’ve got Mailbox’.
Emotive and succinct messaging was vital to connect with key audiences, alongside a precisely-targeted engagement strategy. A wide range of advertising platforms were initially considered before making a final selection based on their relevance and potential reach. This allowed for a coordinated execution of the final campaign which would deliver results.
The campaign continues to utilise TV, digital, print, social, radio and out-of-home media to attract new customers, whilst building loyalty with existing customers. ‘You’ve Got Mailbox’ has been integral in securing new retailers, showcasing individual brands, developing Mailbox visibility and cutting through to a broader audience.
We provided an overall marketing strategy combining all campaign elements into one succinct and strategic plan including a versatile and tactical advertising campaign, imagery, video, copywriting, design and creative direction.
Sales across the Mailbox for the last six months of 2017 were up by a total of 15% year on year. As of June 2018 this has increased by 40% year on year, and an impressive 59% during retail trading hours. Footfall across the centre for the six months to December 2017 was up by 11% during trading hours, compared to a 5% decline for Birmingham city centre over the same period and a decline in retail footfall nationally.