New Look reaches out to new students with help of RPM
Fashion retailer New Look is to run an experiential campaign during Freshers' Week offering students a 20 per cent discount , as well as a chance to win prizes by playing games.
The "fun experiential campaign" will consist of brand ambassadors riding trikes around city centres near New Look's flagship stores in Birmingham, Newcastle and Southampton, on the back of which will be interactive versions of 'Spin the Wheel' and 'Twist and Win' games.
Tomorrow (Thursday 3 October) will also see the launch of a competition in Birmingham and Southampton, by which groups of friends can win a year's supply of shoes by having their photograph taken in one of New Look's branded booths.
Lucy Atkinson from New Look’s Brand Marketing team, said: “We want students to understand that New Look is the fun fashion brand. Experiential is the most effective way convey this fun factor and engage with our target student demographic. We’re confident this campaign will also ultimately help our New Look girls look good, feel great and have fun.”
Dom Robertson, managing director of RPM, which is running the activity, explained: “To support New Look in becoming the number one fashion retail brand for UK students all year round whilst bringing to life the fun, cool and exciting nature of the brand, we’ve created a concept and campaign that will achieve cut through with students within a congested environment. It will increase footfall, brand awareness and support in-store/online sales, ultimately adding commercial value to the business. The visually creative and interactive nature of the campaign, and it’s positioning within high footfall locations, will ensure maximum impact and talkability.”
New Look lays claim to over 10 million female customers in the UK alone but will be hoping the experiential campaign meets with a more positive reaction than the review section of the company's Facebook page which has attracted a spate of one-star reviews citing poor customer service and problems ordering clothes online.
New Look and RPM's Freshers' Week campaign runs until Friday 4 October.