A very unusual advertising campaign was carried out by the Primark chain of stores.
Within its framework, visitors were given not just large, but huge packages, on which funny texts were placed.
The unusual campaign was timed to coincide with the opening of the chain's flagship store in the King of Prussia Mall, one of America's largest and busiest malls. By giving out huge bags, Primark hinted that the prices in its stores are so low that you can make really large purchases for which ordinary bags will simply not be enough.
In addition to the Primark logo, the giant bags were also printed with funny inscriptions dedicated to shopping and passions seething around it. Like, “I’ll just take this. And definitely this. Yes, that's probably it. Oh, it will look great with this. And also this. And this. And this…".
Having received such a package, the store visitor actually turned into a walking billboard. Perhaps it was inconvenient, but it looked very original. Also, buyers with huge packages were photographed by specially hired photographers who tracked them in different parts of the mall. There was a hint here that Primark you can not only buy a lot of things, but also feel like a star, which is followed everywhere by the paparazzi. Plus, all store visitors that day had the opportunity to win $500 for additional purchases.
Naturally, the store employees themselves took part in the action - their task was simply to move around the premises of the shopping center, once again attracting attention to themselves and really playing the role of a living billboard.
The campaign was developed by Boston-based advertising agency Sleek Machine.