Bicester Village & AdSmart

Postcode targeting combined with the power of TV

Background

Oxfordshire based outlet shopping centre Bicester Village used AdSmart alongside a wider cross media campaign with the aim to increase footfall and ultimately increase sales.

Bicester Village is an open air shopping village designed to reflect the local countryside. It’s home to over 130 luxury brands and boutiques offering savings all year round, complete with a range of dining options for guests to enjoy.

Objectives

To encourage reconsideration and appraisal of Bicester Village

To increase footfall

To increase advocacy and word-of-mouth from visitors to encourage friends/family to visit

Top Line Results

The AdSmart activity successfully drove uplifts in advertising recall, with the exposed group being 3 times more likely to cite Bicester Village

The targeted audience were +60% more likely to show interest in the ad than the broader ABC1 comparison group.

+17% more likely to spontaneously mention Bicester Village

Of those who recall seeing the ad, 26% took some type of action as a result

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