JD Sports Store Opening at Orion Springfield Central
When JD Sports opened its newest store at Orion Springfield Central, Emissaries supplied brand ambassadors in Brisbane to bring the launch to life. Engaged through activation agency Andpeople, the Emissaries team ran a four day Coin Drop activation designed to draw shoppers into the new store, introduce them to the brand and grow JD Sports’ customer database through an onsite sign up. The activation targeted the local sneaker community as well as everyday shoppers exploring the new store for the first time.
Brand Ambassadors Driving Foot Traffic for a New Store Opening
JD Sports engaged Andpeople to help launch its new store at Orion Springfield Central, and Andpeople brought in Emissaries to supply the onsite brand ambassadors for the four day rollout. The brief centred on a Coin Drop activation, a hands on game that gave shoppers the chance to win a series of prizes while JD Sports grew its customer database in the process.
Before anyone could play, participants needed to complete a short data capture form. Emissaries brand ambassadors guided shoppers through the process, directing them to scan an onsite QR code and enter their name, email, phone number and postcode before taking part. The team also managed the entry conditions that came with the promotion, limiting each participant to one Coin Drop, checking that entrants under eighteen had parental or guardian approval, and explaining that prizes were personal to each winner and could not be transferred without the promoter’s written consent.
Springfield Central draws a strong contingent of sneaker enthusiasts, and the brand ambassadors leaned into that audience, talking sneakers and new releases with shoppers while keeping the Coin Drop moving during busy periods. Over the four days, the activation space stayed active and engaging, and the response from shoppers was consistently positive, with the crowd receiving the game well throughout the store opening.
Roles Played
- Welcomed shoppers to the new JD Sports store and introduced the Coin Drop activation
- Directed participants to scan the onsite QR code and complete the data capture form before playing
- Managed entry conditions, including one Coin Drop per person and parental or guardian approval for entrants under eighteen
- Explained prize terms to winners, including that prizes were personal and non transferable without written consent
- Engaged with sneaker enthusiasts and everyday shoppers to build interest in the new store
- Kept the activation running smoothly across the four day rollout during high traffic periods
- Supported JD Sports’ database growth by encouraging shoppers to complete sign up before playing