Creative agency isobel establishes the shopping centre as more than just a place to shop
Today, retail property developer Hammerson announces the launch of the first of its series of new TV adverts. Part of the new wider integrated brand campaign ‘Where More Happens’, the spots have been designed to illustrate that Hammerson’s shopping centres are a destination for more than just shopping and eating.
The campaign, which has been crafted by creative agency isobel, uses the theme of distillations to show how aspects sourced from each centre combine to make a unique experience for Hammerson’s customers.
Kicking off in Leeds, to support the opening of the new Victoria in Leeds, the TV spots – secured by Carat – have been tailored to the areas surrounding each of the company’s 10 sites. In total, isobel is developing 20 individual creatives (two for each location).
The targeted TV ads portray conveyor belts of products available at each of the ten destinations, which are then distilled down to create the essence of each individual centre. The TV is being supported by digital, OOH and print campaigns that show similar objects representing the different aspects of each centre melting into a conical glass.
Fiona Campbell-Roberts, UK head of marketing at Hammerson, comments: “Having worked with isobel for over 10 years, the agency has a deep understanding of our customers and what excites them. This campaign relates to such a wide range of likes and interests, whilst still retaining something personal to each location. isobel has perfectly captured the essence of each centre through the idea of distilling different elements and products to represent each location’s DNA, thus standing out from other shopping centre advertising. We’re excited to see the creative across our centres and seeing our customers reaction.”
Rob Fletcher, Creative Director at isobel, added: “Following on from our ‘There are many sides to...’ campaign, we really wanted to move the story on and instil the idea that the shopping centre is now more than a functional place to shop and eat. It’s a destination where you’ll find the latest trends, see stunning architecture and have fun with your family and friends. The distillation of different components from each centre continues to break the mould for Hammerson, taking them to the next level.”
The new Victoria Leeds site, a flagship centre for the north, offers a range of premium brands which fill the retail gap in the area and will be home to a brand new John Lewis.
Following the launch in Leeds, the integrated campaign will launch in full across the remaining nine sites in UK in 2017.