An advertising campaign with extra bite for Liverpool ONE

THE CHALLENGE

To give an incoming horde of prehistoric visitors a creative identity ahead of their 10-week rampage across Liverpool ONE during the Spring/Summer period.

The retail and leisure destination’s dinosaur-themed campaign needed enough bite to get families to download a special augmented reality app. This would encourage people to visit Liverpool ONE to ‘hatch’ eggs, feed the dinosaurs, do battle, and keep returning for more dinosaur themed events.

THE SOLUTION

When a T-Rex eyeballs you, you know about it. So we built the campaign identity around a reflection of Liverpool ONE in a giant dinosaur eye, to grab people’s attention on outdoor advertising, taxis and bus wraps around the city.

This was supported by ‘warning' signs around the estate, and a VOD TV advert that had CCTV footage of the dinosaurs running riot. We also designed a campaign microsite, digital adverts and graphics for the app.

THE RESULTS

The campaign was a roaring success, with footfall performing higher than that of the rest of the UK during the same period, an exceptional number of downloads and brilliant feedback from the families who took their kids on this free Jurassic adventure.

Best of all for Liverpool ONE, it brought in more shoppers over the key holiday periods, with stores taking part in the campaign making a killing on dinosaur themed products.