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Track down Ted, a campaign designed to move the British Ted Baker down under. Using the theme of horse racing, individuals are invited to join the race and become a british champ. Materials for the race are placed in popular areas a fourtnight before the grand opening where users can access clues about the new store. During the opening, the customers will experience a store fit for all horse racing fanatics. Greeted with champaign, there is the chance to have your photo taken with the winning horse, win gift cards at the betting station and be the first to see Teds Top rossett picks in the new line.
Print
Supporting Prints
Used as large scale pieces, these prints resembling colours and shapes from jockey vests hold codes in which individuals can access clues to the opening of the new store.
Close up print
Social Media
Feeds through Facebook and twitter will allow users to follow clues, see other users responses and track down the betting van. When the store is opened, these feeds will also publish the Instagram page so users can view and share their photographs with the winning horse with friends and family.
Instagram photo example
Supporting Print
Winning Gift Cards
During the campaign a betting van will travel around the city in which individuals can place a bet on old Australian horse racing tapes. If they win, they gain a gift card to spend in store during the opening week.
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