West Lakes Mall is a large shopping centre with major retailers such as Kmart, Coles, Woolworths and David Jones plus over 140 specialty stores.
NRG’s initial task was to develop a campaign which would maximise the potential of attracting football fans into the Mall prior to AFL Saturday afternoon games nearby, while minimising the potential dissatisfaction of regular shoppers that would have to compete for carpark space.
The Game Day Sale strategy developed made use of a football theme to reinforce the association with AFL games through radio, press, outdoor and direct mail as well as in-store banners, posters and promotional activities.
The results were exceptional with traffic figures exceeding the peak Christmas period the year before.
