Geometry Global UK Shows Support with The Royal British Legion’s Poppy Shop
In the lead into Remembrance 2016, Geometry Global UK has launched a national campaign to drive relevance and awareness of The Royal British Legion’s Poppy Shop, The Legion’s official online charity and gift shop.
The work also aims to broaden audience appeal through a new range of merchandise with quality, contemporary products from jewellery to sportswear, through to retro style speakers and scented candles.
New for 2016, RBL has expanded media reach with out-of-home for the very first time. Investment includes 48 and 16 sheet posters; National Rail and London Underground posters. The integrated campaign also comprises: print, digital, pop-up shops [Bluewater and Peterborough], with a mobile shop planned for Canary Wharf.
The Poppy Shop’s website has seen a make-over, with a fresher design and simpler navigation focused on the shopper.
Comments John Norton, Head of Retail Trading, The Royal British Legion: “Following the success of last year’s Poppy Shop campaign and this year’s Battle of The Somme pins we are investing in high profile media to showcase our fantastic range of new products. The insights into purchase triggers and behaviour we have developed with Geometry gives us the opportunity to satisfy a growing demand from a wider audience to show their support in a more personalised way."
Adds Sarah Todd, CEO, Geometry Global UK: “Last year our pilot pop-shops took Poppy Shops in-store for the first time to help more people to understand and back the Legion’s extraordinary work. Building on this great success, our latest escalates in breadth and depth to draw attention to new products which will allow many more people to engage with and inspire support for the Royal British Legion”.
The Royal British Legion’s pop-up Poppy Shops recently landed The Enterprise Award at the 2016 Third Sector Excellence Awards – recognising the social enterprise or charity that has significantly improved income from commercial activities.
Creative Agency: Geometry Global UK
Copywriter: Zang Greiner
Art Director: James Cahill
Head of Digital Production: Debbie Elllison
Planners: Brendan Sturrock
Photographer: Nick Dolding
Media Agency: Maxus UK
Experientialist: Andy Dougan