Shopping Centre owner and operator, intu, traditionally created buildings and filled them with shops. They kept them clean, comfortable and attractive. They marketed spaces, collected rents and encouraged people to visit. But things change. Today people expect far more from their shopping centres and the purchase journey they take is more complex than ever. So, building on what they have always done well, they committed themselves to making their centres even better and developed programmes that provided shoppers with something uniquely enjoyable.
The Customer Experience team at intu wanted do something special at their Watford Centre for Christmas. Something that would set them apart, that would bring a smile to shoppers' faces and inspire them to talk about their experience with their friends and family. Following a full rebrand, intu also wanted to use this platform to help subtly promote this to their customers. In addition, intu wanted a range of ideas that were seasonal and potentially longer term which would not only provide customers with something to enjoy and talk about, but also deliver the brand message and drive social media and brand interaction.
Livewire set about getting to know intu and their customers at the Watford Centre. This research helped us to develop a range of proposed activities to fully meet the brief. From that selection, intu Watford chose two executions; one being a ‘world’s first’ route while the other showed a lower profile - but fun - graphic installation.
intu Watford has a Feature Bridge within the Centre, and this proved to be a perfect location for our giant floor piano. Floor pianos have been used before (usually on stairs) but never on a bridge. This six metre-long fullly working keyboard and bespoke software invited shoppers to interact with the 'keys' by providing them with a visual guide on how to play songs. The piano was linked to a camera that let players take a picture and publish them to the intu Watford Twitter account.
Anamorphic graphics were designed and installed into two of the Centre's lifts to give the illusion of wintery 3D scenes when the lift doors opened. The aim was to create a ‘wow’ factor that would get people smiling and talking.
The piano was installed 6th December 2013 and was in situ for six weeks.
It was active for 42 days and on average 11.5 hours per day – 80.5 hours per week in total.
Total footfall is 38,300 per week which is 12% of the weekly footfall of intu Watford
Counter shows a dramatic increase between 2pm and 7pm
This gives an average time on the piano of 6 minutes and therefore increase the total dwell time of the shopping centre