Primark’s Walking Billboards Marked the Re-Opening of a Flagship Store

To bring attention to the re-opening of one of its flagship stores in the United States, Primark created “Walking Billboard” advertisements within the King of Prussia Mall—one of the country’s largest and busiest shopping destinations in Philadelphia, PA. For the activation, Primark created large-scale versions of its iconic shopping bags and turned people into living advertisements to announce the location’s re-opening, as well as the chance for shoppers to win a Big Bag Shopping spree of their own of up to $500.

On the busiest day of the weekend, Primark also hired paparazzi to follow regular shoppers around the mall, emphasizing the retailer’s ability to share cost-effective fashion styles with people to make them look and feel like celebrities with outfits worth capturing on camera.

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