Mell Square

Shop Every Corner

Objectives

Mell Square wanted to raise awareness of their holistic retail and dining proposition as opposed to just the central square, whilst re-educating shoppers and encouraging them to explore every corner.

Insight

Local shoppers were unaware that Mell Square was much more than the central square area. In fact, Mell Square covers most of Solihull town centre and features a diverse mix of high street chains and independent stores.

Solution

We created the “Shop Every Corner” positioning as a call-to-action to encourage visitors to go beyond the square and check out every nook and cranny, while still alluding to the square with the use of the word ‘corner’. The corners from the Mell Square logo become headlines in a neat mnemonic visual device, consistent across all marketing materials.

Results

“Since working on the account, RBH have increased our database of contacts fantastically well, which was a key objective in our original brief. Our working relationship is excellent! If something is with them to be done, we know it will be actioned.”
Rob Hemus, Asset Director, I.M. Properties