Our communications needed to inspire and excite the shopping audience in the run-up to opening day. We also needed to be confident without being too bold or brash as this was not appropriate brand behaviour.We commissioned a local Welsh craftsman to build giant models representing different areas of the shop. The 3 models were built to precision taking into account every detail of the original-sized product, emphasising the quality of John Lewis product.We then secured permission from Cardiff City Council to place the models in high footfall locations 10 days prior to opening day. The models were positioned overnight so that they ‘appeared’ one morning generating huge interest from the local people. There was no reference to any brand on the models thus creating further intrigue. Only when the advertising campaign broke a few days later did people realise they were advertising and that it was not art.

The city took the models to their hearts. Within 24 hours the national Welsh media were talking about the models, people were engaging with them, videoing them and taking photos. They were also featured prominently on a national UK prime-time BBC documentary covering the launch of the new shop.

The coverage generated fuelled the most successful shop launch to date, all at a cost of only €30,000!