A retail pop up for the back-to-school campaign
There’s one period that always sneaks up on parents, the back-to-school season! As this prime-time approaches, businesses look to ramp up their brand awareness with heavy promotions for back-to-school supplies. For many brands, this season is their largest campaign period of the year. It’s vital for brands to prepare and amplify their campaign messaging and maximise consumer reach.
Spendless Shoes, an iconic Australian brand spanning 200 stores nationwide, engaged Creative Hire to create a retail pop up space designed to help parents to get their kids back-to-school ready. Spendless wanted to create the perfect space to showcase their range of school shoes, whilst embracing fun and interactivity to get kids’ excited about their upcoming return to school.
Creative Hire were to deliver the pop up retail activation for a two-week period at two Westfield Shopping centre locations; Westfield Parramatta (NSW) and Fountain Gate (VIC). The pop up was launched in January supporting the largest campaign period for Spendless Shoes in 2022, themed ‘Cool for School’. This pop up store needed to feature key campaign messaging and bold branding creating a display that was in line with Spendless Shoes’ overarching, multi-channelled marketing campaign.
Retail Pop Up
Westfield Shopping Centres
Spendless Shoes needed the pop up store to stand out in the retail precinct, attracting passing shoppers whilst also capturing the attention of children. For kids, trying on shoes can be tiresome. Spendless wanted to make the activation fun and interactive to take the pressure off parents, making the shopper experience fun and engaging. To deliver this vision, Spendless sought a pop up design split into two separate areas. One side of the pop up was to be an interactive ball game with tubes and plinths for entertainment, whilst the other was designed for practicality, enabling employees’ easy access to Spendless products and providing seating for customers to be fitted.
In the brief, Spendless Shoes referred to the first area of the pop up store as the ‘cool for school’ area. This area needed to offer parents a reprieve from their Back-to-School marathon by providing a play space with seating that doubled as a try-and-buy opportunity. Creative Hire responded to the brief by designing custom acrylic tubes sitting on our raised plinths. These plinths were accompanied by graphics promoting a game of ‘would you rather’, a ball game asking children to pick favourites between two options. This amusing game kept children entertained whilst their parents searched for the right pair of shoes without distraction.
For the second area of this retail pop up, Creative Hire supplied custom-designed mirrored bench seats covered with comfortable cushion tops and red chairs. These came from Creative Hire’s furniture hire range and proved ideal when it came time for shoe fitting. As there were many pairs of shoes to be displayed and stored in the pop up space, Spendless Shoes chose to utilise their own spacious shelving solutions, a similar shelving system to those displayed in their permanent stores. This was a great initiative to maximise storage and display capacity.
Additionally, Creative Hire responded to the Spendless brief by designing a white picket fence that covered the perimeter of the pop up store, as well as incorporating a raised timber floor and a retail counter as a point of purchase display.
Creative Hire successfully managed end-to-end retail pop up delivery from design concept to production, freight and installation. Spendless Shoes were impressed with the Creative Hire design team’s ability to interpret their brief and design a retail pop up to meet the activation’s key objectives and brand guidelines.Most importantly, Creative Hire helped deliver Spendless’ overarching ‘Cool for School’ campaign messaging and promote the back-to-school range during the brand’s key January promotional period.