Liquidation World. One man's ceramic fish…thing…

Winner of Distinction Award, 2006 Ad Rodeo Anvils, Outdoor Series Category

Whether they've ever been into a merchandise liquidation store or not, everyone, it seems, has a strong opinion about what they are like. Our campaign, which tackled those very notions, ran exclusively in the Calgary marketplace and resulted in a 30 percent increase in traffic. Good news at a time when other Liquidation World stores in other markets were experiencing a decline.

Building the ultimate 'bargain' brand.

Research told us that the ideal Liquidation World target ('the dedicated bargain hunter') had strong pre-conceived perceptions about the Liquidation World experience. The resulting campaign directly challenged these notions. The objective was to not only change these 'less-than-glamorous' perceptions but also increase store traffic – particularly during grand re-opening events.