Creating a buzz about anything in East London is difficult.
Its notoriously fashion-concious residents might look about 23, but boy have they seen it all before – so I was interested that the people the new Boxpark pop-up mall in Shoreditch used carefully targeted outdoor ads to build a bit of excitement among the trendy young things of E1 before opening its doors on 3rd December.
I snapped this ad in Hoxton a few weeks ago. I didn’t know what Boxpark was then, but I liked the look of the poster (and everyone needs a hobby).
A few weeks later I saw similar ads on some of the buses trundling both ways along Bethnal Green Road, and driving right past the site where the mall was due to ‘pop up’. More smart use of outdoor to target a fairly tightly located audience.
Just a stone’s throw away from the site itself appeared another eye-catching billboard, also carrying the Boxpark logo:
And finally, the site itself – sporting a logo which was alien in mid October, but embedded in East London – and in my mind – before the mall had even opened. And all thanks to the canny use of outdoor advertising…
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