A Positive Throwback: How we got Whitney Houston to drive engagement for Baytree Shopping Centre on Valentine’s Day…

We thought we’d enjoy a little interlude from what’s going on in the mainstream news, to spread a little cheer and share  one of our favourite campaigns from earlier this year.

Question for you…What do you get when you mix a shopping centre, a dollop of love, a spoonful of Whitney Houston and some clever radio marketing alongside a sprinkle of social media magic?

An interesting recipe right?  Read on…

A bit of background

OnBrand’s history is deeply centred around radio, so much so that the whole company used to be called Centre Radio. And we’re proud to supply our most cost effective product, Centre Radio, to a wide range of different shopping malls up and down the country, with a variety of playlists and recorded messaging that can be updated and loaded quickly, especially in times when you need to react in a crisis.

We can make you feel good

We’re often reminding people that sounds can encourage a range of emotions. But did you know that positive feelings created by music can also help to increase both dwell time and sales in a shopping centre?  You can read more about the science behind it here.

However, today we’re not going to talk about science. Here’s an update on how we used Centre Radio creatively to have a bit of fun this Valentine’s Day at The Baytree Shopping Centre.

What went down

The Baytree Shopping Centre wanted to launch a simple Valentine’s Day competition, but with a twist. Something that would make shoppers want to ‘dance with somebody’ and engage them within the centre and on social media channels.

Centre Manager, Dan Foley didn’t really need to look very much further than OnBrand. We got right to the heart of the brief, which would mix all the elements together… (any Whitney fans getting our references yet?)

The chart-topping idea

A week-long competition that encouraged people to listen out for Whitney Houston’s, ‘I will always love you’ and then message the centre’s Facebook with the time that they heard it, in a bid to win a Valentine’s Gift Bundle.

Working closely with our audio team to ensure the track was played when the ‘Clock strike(d) upon the hour,’  our social media gurus then set to work promoting this awesome competition on the socials.

With a tightly planned schedule, we created banner advertising, posts and fun teasers, encouraging people to go into the centre and listen out for the tune, while giving them clear instructions on how to apply for a chance of winning.

The results

We generated plenty of seasonal engagement around this awesome competition, with customers emailing us to let us know they had specifically visited the centre just so they could hear the song… footfall – tick!

Another customer was also so chuffed at the ‘creativity’ they mentioned it in their entry comment.

And let’s not forget how happy the winner is…

At Onbrand, we talk a lot about memorable experiences, happy customers and success stories… it just  makes us ‘so emotional baby’!

Looking for a unique competition idea? Get in touch on [email protected].

We’re ‘saving all our (creative) love for you…..’




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