The Light, Leeds
Award winning work for The Light, Leeds
The Light is a £100m retail and leisure destination in Leeds and at the time of our work was owned by HBOS. Our main focus was to create and maintain a sustainable brand, achieve full tenant occupation, increase footfall and develop a customer loyalty scheme.
The brand and positioning statement had to be effective for both B2B and B2C and needed to work across both digital and traditional media. The digital illustrations were a key part of the brand identity and provided a flexible library of images which could be adapted for each new campaign.
The TV campaign utilising these illustrations was recognised by Adline with the following comment:
"It's never easy to make animated TV ads work against big budget reality, but this shows it can be done. Spot on for the target market - lively, colourful and stylish. Made me want to go shopping and that's an achievement in itself".
HMA created the Elite customer loyalty scheme and captured over 30,000 members details mainly through the website and touch screen information points. This scheme was instrumental in encouraging repeat visits and achieving an exceptional increase in footfall of 20%.
As a result of this work The Light won the Sceptre Marketing award.
