How DO you make Bluewater the most magical place to be at Christmas?
A campaign that harnesses the nostalgia and excitement grown-ups once felt as kids at Christmas time. (As well as increasing footfall without compromising the Bluewater brand.)
One of the best things about working with Bluewater is we get to help them make Christmas special. It’s a challenge – but a fun one. After all, retail is fiercely competitive at the best of times but never more so than in an economic downturn, with some of the best shopping destinations in the country within the same broad catchment. Our challenge was to drive footfall and to do that we needed to differentiate the Bluewater experience.
Our starting point was nostalgia – a huge trend in 2012 and perfectly suited to Bluewater, who have more of a sense of history than their competitors. But they are also a modern brand with a contemporary and exciting offer, which needed to be reflected in our creative solution.
Our campaign idea was "Experience the magic". We created a communications campaign with this as our central thought, using the Nutcracker Ballet as our creative inspiration in highlighting the "big kid" in all of us at Christmas.
The campaign ran across video-on-demand (see below), outdoor, press, radio, digital media, social media (where we created assets for their social agency to use) and in-mall activity ranging from store and events guides to brand experience collateral. We also integrated the idea into promotional campaigning for the Winter Wonderland (a grotto and ice-rink in-store) and for the Christmas Lights Switch On event – so that promotional and brand activity was seamlessly linked throughout all channels.
Watch the video ad below: