2020 Brand Experience & Activation

BOOTIQUES

TitleBOOTIQUES
BrandBOOTS UK
Product/ServiceBOOTS CHRISTMAS
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant GEOMETRY GLOBAL London, UNITED KINGDOM
Idea Creation GEOMETRY GLOBAL London, UNITED KINGDOM
Idea Creation 2 OGILVY London, UNITED KINGDOM
Media Placement OGILVY London, UNITED KINGDOM
PR OGILVY London, UNITED KINGDOM
Production GEOMETRY GLOBAL London, UNITED KINGDOM
Production 2 COLLABORATE GLOBAL LTD Chichester, UNITED KINGDOM
Credits
Name Company Position
Elspeth Lynn Geometry UK Executive Creative Director
Richard Hartle Geometry UK Creative Director
Jude Whyte Geometry UK Creative Director - Experiential
Chris Loydall Geometry UK Experiential Design Lead
Will Herd Geometry UK 3D Designer
Julia Reboucas Geometry UK Copywriter
Louise Signard Geometry UK Art Director
Jermaine Parkin Geometry UK Agency Producer
Claire Kirby Geometry UK Producer
Lola Gonzalez Geometry UK Producer
Michal Kahn Geometry UK Producer
Mike Friddle Geometry UK Editor
Richard Morgan Geometry UK Creative
Tom Moore Geometry UK Head of Retail
Tom Moore Geometry UK Head of Retail
Rashmi Parab Geometry UK Group Account Director
Rashmi Parab Geometry UK Group Account Director
Alexandra Tendler Geometry UK Account Manager
Rosie Crocker Geometry UK Project Manager
Dan Fisher Ogilvy Creative Consultant
Sam Cartmell Ogilvy Executive Creative Director
Fiona Gordon Ogilvy WPP Client Lead
Ben Skelsey Ogilvy Managing Partner
Bronwyn Fieldgate Ogilvy Managing Partner PR
Kate Woodruff Ogilvy Business Director
Danni Daly Ogilvy Associate Director PR
Amy Love Ogilvy Account Director
Tommy Wigley Ogilvy Social Director
Emma Banks Ogilvy Planner
Louise Hawthornthwaite Ogilvy Group Programme Director
Ben McMahon Collaborate Global Director
Katie Helyer Collaborate Global Producer

Why is this work relevant for Brand Experience & Activation?

Synonymous with 3for2’s and stocking fillers, Boots isn’t most people’s go-to for a thoughtful Christmas gift. But with over 2,500 stores across the UK, Boots has extensive knowledge about British consumers and what they love. So, we curated their products into bespoke ranges and unique experiences to help shoppers #Giftlikeyougetthem at Boots Christmas #Bootiques. Plus, designed and built three pop-up Bootiques in the UK, offering shoppers surprising and inspiring retail experiences for the hardest to buy for people in their lives.

Background

Christmas is a key trading period for any retailer, and the UK retail landscape has become ever more competitive over recent years. As a veteran of the high street, Boots had become synonymous with 3for2’s but was failing to attract younger, more promiscuous shoppers. They needed consumers to reappraise Boots offering, creating a shift from a convenient stop for stocking fillers to a thoughtful gift shopping destination.

Describe the creative idea (20% of vote)

Everyone has someone in their life who’s difficult to buy for. So, this Christmas Boots created THE BOOTIQUES - Highly-targeted, disruptive shoppable experiences, each introducing a surprising product category (Love, Sleep, Tweenager). Exposing what Boots has to offer, repositioning the products as thoughtful gifts, and proving that Boots can really help every Christmas shopper #GiftLikeYouGetThem.

Describe the strategy (20% of vote)

We all suffer from the ‘modern gifting dilemma’. Everyone has someone in their life who is difficult to buy for, from insomniacs to moody tweenagers to their lovers. And with over 2,500 stores across the UK, Boots has extensive knowledge about British consumers and what they love. So we leveraged Boots extensive database to curate Boots products into bespoke ranges and retail experiences - answering gifting problems, no matter how niche. Each BOOTIQUE location was carefully chosen: The Heels Over Head Bootique Londoners are more likely to prioritise their sexual wellbeing the most - spending 32% more money and spending twice as long having sex. The Dreaming of Sleep Bootique Only 54% of Liverpudlians report sleeping well (Time4Sleep, 2016), making it the second most sleep-deprived city in the UK. The Tweenager Bootique Known as the ‘Tween Capital of UK’, Birmingham has 45% more Gen Z-ers than the national average.

Describe the execution (30% of vote)

From product selection to sound design and staffing, every detail of each BOOTIQUE was developed from scratch. Creatives, designers, producers and managers, working closely for 12 weeks to deliver three BOOTIQUES (and a press launch) in three unique locations at concurrent times. Each unique experience lived for a week-long. All preceded by a one-day campaign launch in London, that communicated the entirety of the #GiftLikeYouGetThem to press & influences The Heels Over Head Bootique An upside-down boudoir with sexual wellbeing products changed people’s perspective on love. Literally. The Dreaming of Sleep Bootique A pair of sleepy-eyed domes invited people to learn about sleep and how Boots is here to help. The Tweenager Bootique A colour-coded experience used the power of emojis to make grown-ups ‘get’ tweens and find gifts for all their moods Twenty-five specially-chosen influencers attended the pop-ups to build buzz and credibility with specific customer targets.

List the results (30% of vote)

14,000 visitors in 3 weeks, of which 73% discovered products they didn’t know were sold in Boots, and 75% reappraised what Boots is all about.* The seamless integration of experience and commerce through the gift bag propositions and contactless pay terminals led to sales 60% above expectations and converted positive sentiment to immediate sales. Some gift bag product bundles proved so popular Boots recreated them for their online Bootiques at boots.com driving additional sales. And we reached way beyond the experiences themselves with 21,570,652 social media reach from influencers’ Instagram stories, 878,000 impressions from Boots social channels and 2,223,965 OTS from 15 pieces of press coverage. 72% of visitors shared their photos on social media This Christmas, we turned missable everyday products into gifting opportunities through unique experiences, allowing consumers to see Boots in a more modern and relevant light. * Stats from exist surveys during live events