Amager Centre

Amager Centre – not like the others

The Amager Centre is not like the others, and the people of Amager are not like anybody else. In addition to a host of local stores, the centre is bursting with love and affection for all of Amager. Explore the centre and you will find everything from groceries, televisions and glasses through to football boots, night creams and maybe even a boyfriend or girlfriend.

The challenge

Like many other shopping centres in the country, the Amager Centre began to experience a decline in footfall. Consumers did not think of the Amager Centre as being somewhere unique – it had the same stores that you could find on any high street, and it communicated in the same way as all of the other shopping centres. Traditional offline channels were being used, and the tiring “me too” approach toward marketing was dominant when it came to advertising sales at the centre.

It was time for a change…

The solution

Our starting point for the Amager Centre’s identity was therefore based around creating a centre for everyone who makes up the Amager community. This is a place for everyone! And the more the centre can be a part of the community and a place where people can share experiences, the more relevant their communications become – and the more we can get locals to love the Amager Centre, making it more than just a shopping centre, but a centre for all of Amager as well. Our starting point for the Amager Centre’s identity was therefore based around creating a centre for everyone who makes up the Amager community. This is a place for everyone! And the more the centre can be a part of the community and a place where people can share experiences, the more relevant their communications become – and the more we can get locals to love the Amager Centre, making it more than just a shopping centre, but a centre for all of Amager as well.

Results

In addition to developing the centre’s market position, Brandhouse was also tasked with securing the customer journey and the branded experience as a whole.

We did this by ensuring that the concept could be rolled out in order to offer a unique branded experience – in other words, unique recognisability at all touch points of the customer journey. In our view, brands should not just be seen and heard, but felt and experienced as well.

A new and focused relevance on social media paid off in the form of increased consumer relevance and increased footfall by an index of 123.

Relevant posts laid the foundations for dialogue and a close relationship with the Amager Centre, which is now followed by a large and engaged group of consumers. In the initial period, we increased the number of followers by 240%, and the focus is now on maintaining this engagement through relevant and engaging posts which help to keep customers flowing into the centre. The Amager Centre is now future-proof and ready to address its customers, fans and consumers with a clear position at all touch points across the entire customer journey.

240
%

rise in followers on SoMe

123
index

increased customer flow

Amager blæst
Annette Milner
Client Service Director
Annette Milner @ FacebookAnnette Milner @ LinkedIn