William Hill challenges industry perception with shop campaign

William Hill challenges industry perception with shop campaign

Monday, March 20, 2017 Posted by Luke Massey
William Hill launched interactive shop window takeovers in seven stores

William Hill was delighted with the impact of its interactive shop window campaign for Cheltenham, which was designed to challenge the perception of the company within the industry.

William Hill said that the shop window takeovers, utilising holograms of horses and jockeys with special effects such as breaking the glass, weren’t created to increase shop turnover. Instead, the idea was to create a connection with passers-by, showcase innovation and create a Cheltenham Festival ‘buzz’.

The project, led by Leeds-based retail and leisure marketing agency Savvy, was active in seven William Hill stores across the country, from Euston Station and Aldgate in London to Manchester, Leeds, Sunderland, Coventry and Birmingham.

Cem Miralay, Chief Customer Officer at William Hill, told TotallyGaming.com: “The campaign has exceeded all our expectations; the window displays created a real buzz and the feedback from customers and passers-by alike has been very positive. It was also great to see both The Mirror & The Express choosing to use footage of reactions to our 3D displays alongside their Cheltenham coverage.”

Lori McClymont, Retail Marketing Manager, added: "At William Hill, we are looking to increase brand awareness and create disruption on the high street; the interactive shop window campaign helped us to stand out from the competition during the busy week at Cheltenham."

Totally Gaming says: William Hill is working hard to challenge the perception that they are slow to innovate, and that the brand is ageing with stale sale pitches and conservative strategies. The shop window campaign was a timely reminder of its technological capabilities, and served to boost ‘foot traffic’ during a crucial week for the bookmaker. A variation of this is expected around the Grand National Festival at Aintree next month.

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