Life begins at Fulham Broadway - FBDY
Property marketing strategists Halogen were asked by Merchant Place, the new owners of the 200,000sqft Fulham Broadway shopping centre in South West London, to revitalise the centre’s image to appeal to its young professional catchment, improve understanding and awareness of the centre’s offer, and capitalise on its position above the District Line underground station
Halogen studied, researched and devised the ‘Life Begins at FBDY’ campaign and theme to appeal to the circa 11 million commuters using the tube each year, and their specific social demographic. The campaign grew from the belief that after slaving over a hard day’s work these commuters could return and make use of the centre’s extensive shopping and leisure facilities, and their lives could literally.... begin
The abbreviation FBDY for Fulham Broadway and its logo helped to give the centre its own identity from the tube station and the geographical hub of Fulham, further strengthening awareness of the centre’s offer. The campaign also involved media relations, researching and understanding media opportunities across Fulham and adjacent postcodes, then media planning for a 12-month campaign involving poster sites, buses backs, bus headliners, tube platform advertising and local magazines
However, the greatest impact was made inside the centre itself, where the campaign’s bright blue has transformed the look of the main malls, coupled with clever use of the FBDY brand and strapline above the entrance and in the central rotunda. Feedback from clients, consumers, and even new tenants Monsoon has been excellent