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.
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.
- 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