Welcome to the Jungle...
Families are a key demographic for Golden Square and the largest customer group. For a centre with a less extensive leisure offering than close geographic competitors, summer is a critical time as risk of footfall dropping is high. The brief was to brand an event that would turn GS into a summer destination for families as well as simply a place to shop.
We turned a giant adventure playground into The GS Jungle, where parents could let their little monkeys run wild, encouraging family visits and increasing dwell time. The event was marketed extensively across in-centre material, OOH and on social media, for which we created a guerrilla ‘gorilla’, viral video.
The event led footfall to increase by 8.8% YOY, with retailer sales up by 3.3% YOY. 28 tenants were involved in the activity which was 86.6% above target and website usage increased by 14% with a social media reach of 30,857.
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