Title | BOOTIQUES |
Brand | BOOTS UK |
Product/Service | BOOTS CHRISTMAS |
Category |
D01. Retail Environment & Experience Design |
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
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 |
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.
From product selection to sound design and staffing, every detail of each Bootique was developed from scratch. With a budget of £840,000 creatives, designers, producers and managers, worked closely for 12 weeks to deliver three unique experiences, in three unique locations, at concurrent times, all preceded by a one-day campaign launch in London, that communicated the entirety of the #GiftLikeYouGetThem campaign to press and influencers.
Describe the creative idea (40% 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.
The Heels Over Head Bootique - London
An upside-down boudoir with sexual wellbeing products changed people’s perspective on love. Literally.
The Dreaming of Sleep Bootique - Liverpool
A pair of sleepy-eyed domes invited people to learn about sleep and how Boots is here to help.
The Tweenager Bootique - Birmingham
A colour-coded experience used the power of emojis to make grown-ups ‘get’ tweens and find gifts for all their moods.
Each Bootique exposed what Boots has to offer, repositioned the products as thoughtful gifts, and proved that Boots can really help every Christmas shopper #GiftLikeYouGetThem.
Describe the execution (40% of vote)
The Heels Over Head Bootique
Designed like no other Boots store, we created a wholly inverted Christmas boudoir. This playful presentation of romance helped make shoppers feel more comfortable talking about a topic and products not normally associated with Boots. We changed people’s perspective on love. Literally.
The Dreaming of Sleep Bootique
A pair of immersive sleepy-eyed domes invited people to enter the world of sleep.
In the first, a starry night sky and a calming soundscape invited people to take a moment, relax and learn about sleep while trying the products offered by Boots.
And in the second, a giant clock table displayed sleep solution gifts and carefully curated kits for each sleep phase.
The Tweenager Bootique
W ince tweens don’t write letters to Santa anymore, we translated their language into five different colourful emoji kits to make grown-ups ‘get’ tweens and find gifts for all their moods.
List the results (20% 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.
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