BACKGROUND: Research confirmed that people were aware of the Chapelfield Shopping Centre coming to Norwich but needed information on what was to be on offer and when it was to open.

BRIEF: To launch in September 2005 and announce the arrival of over 80 retailers (40 new to Norwich) and 17 cafes and restaurants.

IDEA: Using individual retailers' branded bags as a device to convey the breadth of offering and when it opened.

RESULTS: Independent research confirmed that the launch campaign was remembered by 99% of the sample, with 58% recalling the TV commercial. It established Chapelfield as a prime Norwich shopping destination with footfall figures in excess of 1 millon per month.