Once we had our concept, we started to get the word out on The FREE Store. And because we truly wanted to test the power of the word ‘free’, we kept our promotions simple. First we got busy on Twitter and then sent some customised gifts to our most engaged followers. We posted a video on YouTube, put up a few dozen posters, distributed handbills and invited some of our close friends and clients. Then we sat back to see what happened. To our delight, the response to The FREE Store was overwhelming.

On opening day, a line started to form outside the store 2 hours before the doors opened, attracting a crowd estimated at 1,500 people by opening time. Once open, The FREE Store ‘sold out’ of all 1,000-plus FREE branded items in less than 2 hours.Moreover, The FREE Store received news coverage on every major TV network in the city—a first for the launch of an agency rebrand in our market and in Canada (as far as we know). The rebrand garnered so much attention that it resulted in over a dozen new business inquiries for our agency.