How Folly Farm reached families all summer with their Outdoor Advertising in South Wales
Case study: Folly Farm's 'Stay & Play' campaign across our Swansea and Cardiff sites
When Folly Farm wanted to reach families during the summer holidays, they came to us to plan a campaign that would put their 'Stay & Play' message in front of the right people, in the right places, at exactly the right time. The result was a six-week billboard advertising campaign across three of our South Wales sites: The Quadrant Shopping Centre and Parc Tawe Retail Park in Swansea, and the Wales Millennium Centre in Cardiff Bay.
Perfectly timed, the campaign launched right at the start of the school holidays, the exact moment mams, dads and carers across South Wales start looking for things to do with the kids. Folly Farm's creative leaned into that: bright, playful and family-first, it stood out on screen appealing directly to the intended audience.
Swansea: Quadrant Shopping Centre & Parc Tawe Retail Park
The Quadrant Shopping Centre made for the perfect backdrop. Over the six weeks, the centre ran its own Quadrant Kids Fest, packed with events that pulled in up to 31% more visitors than an average day. That increase is exactly the audience Folly Farm needed to reach, at the point they're already thinking about family days out.
Across the campaign, Folly Farm's ads generated 1.7 million impressions at the Quadrant, with shoppers dwelling in the space for an average of 4.4 minutes, ensuring plenty of time to notice and register their campaign. A further 1.2 million impressions came from the two screens at Parc Tawe Retail Park, where the average dwell time sat at 2.3 minutes.
Cardiff Bay: Wales Millennium Centre
Over in Cardiff, Folly Farm took a bilingual approach outside the Wales Millennium Centre, reflecting the audience walking past in Cardiff Bay. Throughout the campaign, the Cardiff Bay Family Fun Park was running right across the way on Roald Dahl Place, drawing thousands of visitors a day, again - directly the family audience Folly Farm wanted to speak to.
Paired with the steady pedestrian traffic around the Wales Millennium Centre's own theatre shows, including a run of Hairspray the Musical - Folly Farm's ads were sitting in one of the most consistently busy, relevant spots in the city.
The result
By pairing the right creative with the right locations at the right time of year, Folly Farm's summer campaign put 'Stay & Play' in front of thousands of families across Swansea and Cardiff, right when they were making plans for their next day out. A perfect example of the right message, at the right place and at the right time.
“We were extremely pleased with the six-week billboard advertising campaign delivered by Leapfrog Advertising across the three South Wales sites.
From the initial planning through to the campaign going live, the team were professional, responsive and a pleasure to work with. Communication was excellent throughout and we always felt well supported and kept up-to-date. We were delighted with both the service and the overall execution of the campaign and would have no hesitation in recommending Leapfrog Advertising to others looking for a professional, reliable and effective advertising partner.”
