Accessorize
The Brief
To create a unique Christmas sales promotion in line with Accessorize brand associations that will drive the target audience in store.
The Concept
‘Accessorize with Skill’ was created to attract customer attention in a relevant and engaging way while drawing people to the point of sale. Arcade style skill testers were set up outside Accessorize stores in Melbourne and Sydney. Accessorize jewellery, scarves and other fashion items were put inside the gaming machines and customers were encouraged to try their luck free of charge. All products were of course available for purchase in store.
Results
The campaign was almost too successful; queues were at times 30 meters long and for the purposes of crowd control Accessorize were forced to begin charging for the game resulting in even higher ROI. In store traffic increased considerably making Accessorize with Skill one of the most successful promotional campaigns ever undertaken by the retailer.
