Reelin’ them in at Boots

If you build it, they will come…
If you make it engaging, they will remember.

We recently were given a challenge by a client – how to engage Boots opticians at their annual conference. Create awareness of their new lenses microsite (which we had developed) by making it fun, educational and, of course, measurable was our brief.

To make it more interesting the brief included ‘competing’ for the delegates’ attention amongst all the other exhibitors – and in a short time period. The only opportunity they get to experience the exhibition was to be during their coffee and lunch breaks.

We love these sort of challenges…

We designed the stand to be simple but impactful creating four zones for each different lens option. Once a delegate had visited each section they had a card stamped and could exchange for a turn on our unique, bespoke and beautiful lens spinner. Match three lens icons and they won a prize. Match three Boots logos and they won a trip to Paris.

With a real ‘One armed bandit’ handle shipped from the US, outstanding graphics around a LED screen and, of course, cheesy sound effects we created quite a disruption. During the lunch session we had a queue of people out of the stand encroaching neighbouring stands. The MD of Boots Opticians came to visit to discover ‘the buzz on the busiest stand’ – great praise!

From the cards stamped and exchanged the team detailed over 50% of the 600 delegates attending. Driving awareness of the new site and discussing lens upgrade options. When you think that was in the course of about 2 ½ hours it was extremely successful. And my ears are still ringing from the lady from Leeds store who won the jackpot prize of a trip to Paris. Now we just have to follow the impact to the sales numbers but what a great event, a great team and a great group of opticians to engage with.