Household names need to interact with their audiences. It’s this attention to maintaining brand awareness that ensures companies retain an aspirational focal point and stay at the forefront of potential customer’s minds, so we were thrilled to help out Mercedes-Benz with its current project in Westfield Stratford City.
Running until 24th July, a pop-up in the shopping centre will allow the general public to see the car manufacturer’s latest generation A, B and C-Class models, purchase Mercedes-Benz Boutique merchandise, and try out a GT5 simulator. In addition, visitors can enter a competition to win an AMG experience by logging onto the pop-up’s WiFi network, an immediate and targeted means of data capture.
We were initially contacted by RSM Agency to measure footfall in relation to the project, and to quantify how effective pop-ups can be for the Mercedes-Benz brand. The system they opted for was Shopper Count. The data from this will allow the team to see peak conversion times and the profitability of the investment in a temporary retail presence.
The primary consideration with this was the turn around time. Due to the nature of pop-up installations, from initial contact to completion, we rounded up the project in less than two weeks. We do like a challenge! The team at RSM was delighted with the standard of the installation, as well as the level of involvement and support they had along the way, and it was a pleasure working with an agency that understands its client so well.
We’re really looking forward to crunching the numbers for Mercedes-Benz once the project is complete. Creating aspirational offers for potential customers generates a real buzz, but the proof will surely be in the figures.
Tim Joint, international sales manager at Ipsos Retail Performance.
