The American retail phenomenon that is Black Friday has well and truly landed on our shores. Originally a way for the electronics retail industry to clear stock before the Christmas rush, it has grown into a sales event for all sectors. This scenario led to Dacia’s Buck Black Friday campaign, which aims to convey that Dacia doesn’t do Black Friday, because they have good prices all year round.
To that end, we designed a pop-up shop in Westfield Stratford which would be open before and after Black Friday, but closed on the Friday itself. Peep holes in the window coverings allowed passers-by to peek inside the closed shop, seeing only the prices of the cars inside. A waste paper bin competition encouraged guests to channel their inner Michael Jordan in the hope of winning tickets to Dacia Magic Weekend to enjoy the rugby.