Meadowhall Shopping Centre 'Millionaire' campaign by Live and Breathe
Meadowhall shopping centre has briefed Live and Breathe to create an integrated marketing campaign to promote its new Millionaire initative which will run from the end of August until 12 September.
The campaign will culminate with a Grand Finale which will be staged in the shopping centre on 13 September scoped and managed by Live & Breathe.
This will see seven entries drawn from random from those collected during the promotional period. The seven finalists will attend the finale and take part in a live staged show. The entrant who answers the most questions correctly will be invited to open one of two safes on stage, one containing £10,000 and the other £1,000,000. The other six finalists will each receive £1,000.
The resulting campaign includes a large golden pound sign surrounded by twinkling stars on a black background and the diamond encrusted words, 'Meadowhall Millionaire'. Campaign collateral has also been designed to support Centre retailers during the summer holiday trading period and help drive footfall.
Activity includes local radio adverts broadcasting on stations Hallam, Galaxy and Real, press advertising in the Sheffield Star and Metro, 48 sheet posters located up to 15 minutes drive time from the Centre featuring four executions, Inserts in local freesheets the Sheffield Journal and Gazette, PR support and In Centre materials such as entry forms, hanging banners and floor vinyls.
Kenny Cox , account director for Live & Breathe, commented; "We have worked closely with Meadowhall to bring to life their original concept of creating a Meadowhall Millionaire. The secret of success with promotional initiatives of this nature is a combination of attention to detail and creative flair. We feel we have got the balance just right and look forward to the nail-biting outcome."