VIA Outlets is Europe’s leading operator of outlet shopping experiences. Tasked to launch their first foray into online shopping, we needed to ensure the online service didn’t detract from the ‘real life’ outlet experience.
The ‘bricks’ wanted to add ‘clicks’, so we needed to make sure those bricks didn’t lose footfall to (the more accessible) clicks. Neither should take prominence, both should compliment the other to best serve the customer and deliver the ultimate brand experience.
Rather than solely creating a launch for the web store, the campaign brings people to both destinations equally. Featuring situations where people really can’t go anywhere - they can’t go to the outlet centre - so they go online.
To launch VIA Outlets' first online shopping experience, we created a campaign that balanced both online and in-person shopping, ensuring each enhanced the other. The goal was to keep foot traffic strong while making the online store a convenient alternative. The campaign highlights scenarios where, if people can’t visit the outlet in person, they can still shop online—making both experiences equally accessible and appealing.
