Bringing an Icon Back to Oxford Street

Client: hmv

We turned a story that should have read "retailer opens shop" into a national media sensation.

We dominated the news agenda for two days across Black Friday and the peak Christmas shopping weekend. There were over 1,150 pieces of coverage for the launch of 363 Oxford Street. Every national paper covered the opening. Combined, we delivered reach of 46 million UK adults and they were exposed to the story on average 7.6 times over the course of the campaign Footfall to 363 Oxford Street in its first two days reached levels forecast for its first two weeks of trading. Sales were over 150% ahead of forecast.