Springfield was looking for a way to drive traffic to their European flagship stores during their four largest quarterly sales events.
We proposed a unique experience that would achieve the desired traffic but that would also be understood in all of the 7 countries where the campaign would appear: Robbery Days. Between all the customers that shopped at Springfield during the sale, there was a draw to give a few lucky winners the opportunity to be a robber for a day.
The proposition was simple: three friends and five minutes to take whatever the time allowed. That and one of the three had to leave with all of the clothing and accessories on.
With this idea we able to get the aspiring customers to take a detailed look at all the Springfield products, just in case the were chosen as winners. Some winners walked away with merchandise valued at more that 700€. Not bad for all the buzz the campaign generated.
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