International retailer Primark is known for having amazing fashion at amazing prices. So, to celebrate the re-opening of one their flagship US store, they needed something a bit more amazing than a regular ribbon cutting. In the days leading up to the opening, Boston-based agency Sleek Machine helped Primark create and rolled out eye-popping activations in the King of Prussia Mall – one of America’s largest, busiest shopping destinations – right outside of Philadelphia, PA. First, we filled humungous versions of Primark’s iconic shopping bags filled with clothes, and turned shoppers and employees into walking billboards announcing the grand re-opening, while at the same time driving them to the store for the chance to win a Big Bag Shopping spree of up to $500. Next, on the busiest day of the weekend, we hired paparazzi to follow everyday Primark shoppers around the mall, creating a unique experience for mall shoppers while promoting one of Primark’s key differentiators – Primark’s amazing fashion and prices means that everyone can dress and feel like a celebrity.