University Brief - To produce an outdoor campaign to promote Birthdays as being the leading destination card store and also raise brand awareness, entice new sectors of the market into the store and increase sales.

The current target market is women aged 30+, with the majority being older women in the C2, D and E socio economic groupings. But out of town stores are driving the seg. up to A and B’s. This is who birthdays want to encourage to shop at their stores, as well as keeping the existing profile.

Here are a few of the outcomes.