A campaign was needed which would not only drive footfall but also build long-term brand value. Fulfilling the brief the campaign repositioned the brand and the target audience. The Jan-Mar 2002 sale saw a 30% increase on the previous year, a sales uplift continued after the end of the promotion, with an average increase of around 15% on the previous year 2001. An added bonus was the company was perceived as more contemporary and less old-fashioned than before