Silverburn is 'Brillzing' according to new creative campaign from tbp!
Shopping destination Silverburn has revealed its new marketing campaign and brand positioning – Out of the Ordinary – designed to reinforce the shopping centre’s offering in the competitive Glasgow market.
Created by Glasgow-based tbp!, the campaign builds on previous creatives and aims to set Silverburn apart from Glasgow city centre and other out of town alternatives by using words such as ‘Brillzing’, ‘Yumaroony’ and ‘Shopilicious’ to sum up the feeling shopping and spending time at Silverburn can create in the minds of consumers.
“The ‘out of the ordinary’ campaign is all about creating a personality for the brand and bringing it to life for the audience – we want to connect with our audience by speaking to them in a novel yet engaging way by having fun,” commented Lynne Butler, Silverburn’s marketing manager.
Lucas Wild, creative director for tbp! said: “From the start of the project, we knew we needed to create something that set Silverburn apart from the crowd. We surveyed all the major shopping destinations across the city and saw immediately that they all looked the same. We were determined to break the mold, and Silverburn was just as keen. We came up with "out of the ordinary" early on and from there the idea took shape…And who knows – maybe the people of Glasgow will start inventing their own words to describe their experiences at Silverburn.”
Butler added: “We didn’t want to use the words for the campaign in a regular way which led us to the creative – a single-minded, simple, bold statement loaded with personality and fun and above all, out of the ordinary. We think it’s something the Glasgow market will really get behind and enjoy on a personal level, relating it to everyday.”
The campaign will roll out on TV during 2013 supported by outdoor ads and activity from Silverburn’s PR agency, O’Leary PR.
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