Arcadia
Working in partnership with Carat and iProspect
Arcadia is a British multinational retail company headquartered in London. Made up of eight of the high street’s best-loved fashion brands including Burton, Dorothy Perkins, Evans, Miss Selfridge, Topman, Topshop, Wallis and the out of town chain Outfit. Arcadia employs 19,000 people across the world and has over a century of fashion under their belts.
The Opportunity
Arcadia came to us looking to use radio during the 2020 COVID-19 pandemic. With uncertainty in the retail market and changes to people’s lifestyles and shopping habits they wanted to ensure they were front of mind for customers. This was especially important during the lead up to Black Friday and Cyber Monday. With messages and sales offers changing rapidly they needed a solution that allowed them to respond quickly and encourage footfall to stores that were open with an online only offering elsewhere.
Audio Reaction Strategy
Voices
With several Arcadia brands on air on the same radio stations at the same time it was important to ensure these brands had differentiation on air. We worked with Arcadia to understand the values of each of their brands to ensure we found voices that matched their tones and sensibilities. There was also a need for voices who could turn audio around quickly and, due to the COVID-19 pandemic, from home studios.
Commercial Production
We worked with Arcadia to write multiple scripts, for multiple brands with multiple sales messages that changed on a daily basis. Short notice changes to offers and clearance deadlines meant that we needed to script and record hundreds of messages and terms and conditions to pre-empt the needs of the brands. Having a flexible and comprehensive tool kit of pre recorded voiceover elements allowed us to respond to changing priorities and ensure the messages on-air matched what was happening on the retailer’s websites.
Listen
From creative to delivery, we produce content and campaigns for the UK’s biggest agencies and brands. By developing bespoke Audio Reaction Strategies, we bring together radio, podcasts, commercial production, voices and studio hire at MediaCityUK. We love innovative audio ideas that connect with audiences using the power of sound.
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