'UNLOCK THE VAULT'
The deep, dark secret of every retail business is the stock that doesn’t sell (even during a stocktake sale) ends up taking valuable storage space once you pull it off the shelves. When Wallace Bishop decided to clear a decade’s worth of jewellery that nobody had wanted - even on sale - we wanted to give them a campaign to build the hype about precious things going on sale rather than let the sharks know there was blood in the water because product wasn’t selling. The countdown clock teaser campaign drove plenty of people to the website and instore. The crack the code activation provided the added impetus as the 6-week sale was running down. But most importantly, the warehouse was cleaned out and the balance sheet returned to the black.