The Mailbox is Birmingham’s premiere high-end shopping destination. Not only was it the first Harvey Nichols outside of London but this year it was the first store in the Midlands that furniture retailer Heals would open. They were looking for an ambitious response to their brief. The creative here was by Riley Raven and our execution ensured that the campaign was a major contributor to a hefty bump in footfall.
Fun Fact: Retail accounts for 5% of total GDP in the UK and 1/3 of all consumer spending.
Rather than ship the production off to a studio elsewhere we utilised one of the empty shop units in the Mailbox, building two almost identical sets inside. Each of the two sets was to be dressed as three different locations with clothing and furniture provided by the various retailers featured. The film crew would be working on one set while the Art Department were dressing the next.
This film was the centrepiece of a wider campaign that showed some impressive results. 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.
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