St David’s, Cardiff, is one of the largest shopping centres in the UK, boasting over 1.4 million sq ft, 203 different shops and services and an annual footfall of 40 million.
Nexus teamed up with St David’s to create a Play to Win activation, rewarding customers and driving footfall to nearby retailers. By matching the coloured lights on screen, participants were able to win a range of prizes from free parking in the centre to concert tickets.
In such a large centre, Nexus and St David’s needed to ensure the project was striking enough to grab the attention of shoppers, as well as ensuring it was highly simplistic to play. This was achieved by using a vacant unit in the centre, and adorning it with bright orange and yellow ‘pop-art’ images.