The start of the new academic year is the perfect time to engage with students and parents and encourage them to visit Merry Hill. We created two different campaign concepts and executions to target two different audiences and bring them to the shopping centre.

Our first campaign targeted parents and younger children starting school again after the summer holidays.

The best part of the new school year for most children is getting new gear. What child doesn’t love getting a new pencil case filled with sharp new colouring pencils or the latest (on-trend) new school shoes. After long stints of home-schooling last year, we celebrated finally going back to school and the journey of getting prepped and ready with a concept that is colourful and full of energy.

Our creative solution allowed us to bring the products to the forefront and remind our customers that, whatever you’re after for the new academic year, Merry Hill has you covered. Our copy is witty, engaging and a play on words, always grounded by the qualifying line ‘Get school ready’ and accompanied with bold, fun and energetic imagery of children who are full of excitement to go back to school.

Our second campaign targeted older school and university students. Merry Hill hosted a student shopping night, including offers, deals and discounts from resident retailers, freebies, fun games and competitions and live music and DJ sets. By registering for the event, students were also entered into a draw for the chance to win £300 to spend at Primark.

Building on the excitement and vibrancy of our ‘Back to School’ campaign, this campaign continues this visual approach but executed in a more mature and student focused way. By utilising urban and real photography, a millennial colour pallette and bold typography, we created a vibrant, exciting and compelling visual style to cut through the noise. The campaign talks to the audience through events and happenings going on in their student world in a lighthearted and playful way – from receiving their student loan payments to the stress of impending deadlines.

The assets were rolled out in the centre through posters, window decals and screens, and also across the centre’s social media channels. For students who haven’t yet been to the centre, Merry Hill placed GIFs and videos across university websites and digital screens on campus, as well as attending freshers fayres.


159 Wardour Street
+44(0)203 687 0369


6 - 12 Bow Street
B1 1DW
+44(0)121 666 6667


Zomorrodah Building
Umm Hurair Road
+971(0)4 3370081


8, Jalan Kilang Bara
07-04 Central Link
Singapore 159351


8, Trium
Jalan Cempaka SD 12/5
Bandar Sri Damansara
52200 Kuala Lumpur


168, Soi 20