The Challenge

In April of 2017, retail giants McArthurGlen teamed up with music moguls Universal to run a campaign for the launch of Take That’s much anticipated album, Wonderland.

The British boy band were established in the nineties, the same decade as McArthurGlen were established. Fast-forward 25 years and Take That are one of the most iconic bands in the history of pop, whilst McArthurGlen manage 22 major retail centres across 9 territories – 6 of which are located throughout the UK.
This event needed to be rolled out through the UK outlets in a way that had a core central theme, but that also needed a slightly unique feeling in each of the centres – a tall order given that the release date of the album was creeping ever nearer.

Enter OnBrand

With over 55 PA installations under our belt, the creation of music and messaging for over 1 billion shopper visits a year, and a history of research into customer behaviour, we’re used to providing content that becomes a big hit with modern shoppers.

Therefore, we created bespoke Take That playlists that would play in each of McArthurGlen’s 6 British centres and get their customers in the mood to celebrate this musical event.

Key Wins

  • Fast campaign response time
  • Good understanding of the client’s needs
  • Creation of bespoke and relevant content
  • Shopper-relevant content to enhance customer experience

What They Say

“OnBrand’s expertise really allowed us to run a memorable event that our customers loved. They did this by creating numerous bespoke playlists, which were high in quality and made at speed! We’d use them again in a heartbeat.”

Jon Shephard, Marketing Manager – McArthurGlen