Bookmaker William Hill wanted to do something a little bit different this year for its Cheltenham Festival window campaign. The retail marketing team wanted to create standout for its shops amongst the sea of product and price, and in conjunction with Savvy has created a series of moving windows to attract attention.
Liam McKee, head of retail marketing at William Hill, was keen to draw on the bookmaker’s point of difference: ‘Cheltenham is a key event for us. We know we offer great odds and great expertise but unlike most of our competitors we will also show all live UK horse racing every day of the festival. We wanted to bring to life our in-shop experience in our windows to generate a real sense of theatre and get people engaging with us.’
The window campaign takes cues from the live action sport inside the shop to create a moving hologram racehorse and jockey inside the window. The horse and jockey appear to gallop across the window before picking up pace and breaking through the glass.
‘Unlike many of the other bookmakers, William Hill shops show all the live racing and we really wanted to capture that energy to create an industry first standout idea that could stop people in the street and be drawn to what is going on. The hologram creates some showpiece theatre and reinforces the idea that William Hill bring you closer to sport, and launching this thought for Cheltenham seemed like perfect timing,’ says Stuart Anderson, creative director at Savvy.
‘This project stands apart from other digital window projects by bringing the best of large format outdoor screens indoors. The challenges we faced to install this technology were many. our CGI team produced renders at the exact ratio of each shop with its own depth and synchronised action. Coupled with a dedicated encrypted Wi-Fi network to cloud manage all content Savvy is able to day part and reactively change all shops content on a local or national level. Everything is measured – sentiment, dwell time, propensity to act, age, gender and many more markers. This is a very cool looking project, but it also delivers at every level when you look at the numbers.’
The collection of windows were installed in seven William Hill shops across the UK at Euston Station and Aldgate in London, Manchester, Leeds, Sunderland, Coventry and Birmingham.