Opportunity
Four Communications, in partnership with Network Rail, approached Kit & Caboodle to design, build and manage their Summer Sunset activation. The campaign was created to promote the stations retail offering and encourage passengers to once again use station retail and aid the recovery of Network Rail’s retail portfolio following the pandemic.
Ambition
To produce a nationwide tour at key railway stations that would promote onsite retail with an interactive game. The installation was aimed at commuters, and all were in with a chance of winning star prizes that had been donated by key retail partners.
How
Despite significant hurdles throughout the live dates which included strike action, Kit & Caboodle toured the Summer Sunset activation in Glasgow, Manchester and six stations in London; Including Liverpool Street, Paddington, Waterloo, Kings Cross, Victoria and London Bridge.
A shortlist of possible activation ideas were submitted by the team, with the winning idea being a wheel of fortune! Commuters were encouraged to spin the wheel in exchange for a prize. These prizes ranged from sweet treats, discount vouchers, dinners, drinks, first class return tickets, cashmere scarves, floral bouquets and everything in between. All prizes were donated by onsite retailers to showcase their offering and to encourage repeat business and promote brand awareness.
The Summer Sunset tour was paused for three weeks as mark of respect for the passing of Her Majesty Queen Elizabeth II and was rebranded Autumn Joy at the final three stations in October.
Thousands of commuters were engaged across the selected stations and hundreds of prizes were awarded daily. The activation was deemed a huge success with consumers numbers back on the rise as a result.
