Launching your largest UK store to date is no mean feat but doing so in the middle of a regional Tier 3 lockdown means you need to be extra creative. Despite Liverpool’s’ impending move into the Very High category this October we devised an integrated, flexible, and noise-creating campaign for the opening of JYSK’s newest store which achieved a reach of more than 2.6million and a continuous (socially-distanced!) queue on opening day as curious shoppers came to visit the newest retail addition to the city.
JYSK Liverpool is a haven for scandi-chic and hygge inspired interiors. As the Danish brand’s 21st UK store, with another five to follow in the next 12 months as part of ambitious expansion plans, it was important to make a big splash. Coverage generated by the DMC team for Liverpool featured across national and regional press including The Liverpool Echo, Business Live and The Sun. We also secured a 4-minute radio interview with BBC Merseyside explaining how JYSK would be taking extra measures to ensure the opening would be extremely safe – and successful – under local COVID-19 restrictions.
In preparation for a digital-only event, which could happen at any point, we invited some fabulous, well known Liverpudlian influencers to visit the store pre-opening and challenged them to ‘refresh’ their home on a budget. This activity alone drew in scores of customers on opening day who had heard about JYSK via these influencers.
To create region-wide awareness and a buzz around the launch, we set up exciting competitions for radio listeners and readers to win JYSK vouchers, ensuring that EVERYONE in Liverpool had heard about the store coming to town. A partnership with Capital Radio in the week before meant listeners heard promo trails every day at drive time. The day before the store launch one lucky listener answered Danish themed questions to win £300 in JYSK vouchers. The 1million followers of Liverpool Echo’s Facebook page also had a chance to win JYSK vouchers.
Whilst we were able to deliver a seamless, successful and integrated launch campaign, it did not come without its challenges. Only a few days before the store was set to launch, it was announced that Liverpool would go into tier 3 and face the strictest COVID-19 restrictions in the UK at the time. Despite this, the opening went ahead safely and successfully. JYSK are delighted with the results and were able to directly link the efforts of the PR campaign to customers who visited on opening day. We are excited to see the Liverpool store flourish as our appetite for improving our home interiors continues to grow!
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