OPPORTUNITY
Kit and Caboodle were engaged by Landsec Securities Group plc, the largest commercial property development and investment company in the UK, to create and produce a Halloween-themed activation set across multiple-owned shopping centres. One of our proposed ideas was to capitalise on the forthcoming cinema-only launch of Ghostbusters: Afterlife in the UK for Halloween. It was felt this would be a suitably family-friendly theme, as many of the conventional Halloween themes in the past referenced skeletons, zombies and other subjects considered to be in poor taste in a pandemic.
AMBITION
To provide a high-impact, high footfall and high engagement free activation across five of the client’s major UK shopping centres across the UK, including Leeds Trinity and also White Rose, London’s Bluewater, Oxford’s Westgate and Cardiff’s St David’s. The aim was to draw back shoppers and families during the half-term period and beyond.
HOW
K & C designed, produced and managed a touring activation kit, engaging the owner of the UK’s best replica of the iconic Ecto-1 1959 Cadillac ambulance, so well known in the Ghostbusters original film. In order to do this, K&C had to negotiate a copyright/IP deal with Sony Pictures Ltd, which was successfully achieved and included the sign off of all artwork, brand assets, use of trailers and other promotional materials.
The collaboration with Sony enhanced the client’s activation further by the inclusion of Lego and Funko as further partners, providing props and competition prizes.
The Tour ran from 16th October, up to and including 31st October and was managed and staffed by K & C senior personnel together with a Front of House team of enthusiastic young actors, complete in flight suits, which were an official, licensed product. K&C also produced an outsize Ghost Trap, proving a popular point for selfies with the queues of fans and enthusiasts waiting to visit the stand. The entire installation was rigged and de-rigged overnight, allowing for the Tour to be completed within the client’s preferred time frame.
Project management of the entire event including all client, stakeholder and supplier communications
Event concept, design, build, and curation
Multiple site Health and Safety
STATISTICS
5 Centres
10 Days
10,000 Competition Entries
25,000 Social Engagements
1.4 Million Social Impressions
1.3 Million Event Day Footfall
"Landsec partnered with Kit and Caboodle to deliver a portfolio first experiential tour across our regional UK shopping centres. The team at Kit and Caboodle presented us with a unique opportunity to partner with SONY Pictures to promote the release Ghostbusters Afterlife in the all-important half term period. The ideation process was fun and engaging, with Kit and Caboodle intent on delivering a superb touring experience at five shopping destinations. The team approached the project in a truly collaborative way, working tirelessly to secure use of Ghostbusters IP as well as delivering a fantastic campaign with supporting partners such as LEGO and Funko.
The hard work from Sian and the team resulted in an in-centre event experience that delighted our guests across half term and Halloween, driving footfall, data acquisition, cinema ticket sales and extensive PR coverage.
Working with Kit and Caboodle, with their ‘can do’ attitude, was a fresh and exciting experience, and we’re very much looking forward to working with them all again in the future"
HYWEL BUTCHER
SENIOR MARKETING AND PLANNING MANAGER
LANDSEC SHOPPING CENTRES
"The team at Kit & Caboodle went above and beyond to deliver a brilliant Ghostbusters themed roadshow to support the theatrical launch of Ghostbusters: Afterlife. They quickly grasped our objectives, proposing a plan that would maximise buzz around the new movie whilst leveraging key Ghostbusters iconography, including the iconic Ecto 1 car, at key Landsec shopping centres across the UK.
The team were responsive and engaged throughout the development of the experience, offering solutions to problems before they arose and total flexibility in how they approached creative challenges. Third party licensees were also brought in to maximise impact, offering a deeper level of public engagement and helping to position the new movie as a ‘must see’. By the end of the tour it was clear that members of the general public had thoroughly enjoyed engaging with the Ghostbusters: Afterlife experience, which was testament to both the hard work put in behind the scenes to bring it to life, and the energy and excitement with which it was delivered"
PETER STAINES
HEAD OF PARTNERSHIPS
SONY PICTURES UK