The idea: Because It's Christmas
With the continued rise in online shopping behaviour, competition amongst high street retailers is fiercer than ever, particularly at Christmas. Our challenge was to get existing customers through the doors of Bluewater more often over the festive period.
Christmas is the one time of year when everyone, no matter what age, can really let their hair down. This simple insight formed the basis of our campaign. By positioning Bluewater as the perfect excuse to get carried away, we gave customers permission to fill their stockings with Christmas cheer.
Our campaign elevated shopping from necessity to a joyous occasion. Everything we offered customers was designed to magnify the Christmas experience. Shop ‘til you drop, socialise with friends, show off on the ice, meet Santa, or just indulge yourself – you can do it all ‘Because it’s Christmas’.
Outdoor, press, video-on-demand and digital display were used to create awareness
The story then continued in-mall with events and across navigational and experiential comms to ensure customers had a great time and couldn’t wait to come back for more!
Why the reindeer?
Customer research told us that when the giant decorative reindeers arrive at Bluewater, Kent locals recognise these as a symbol that the festive season is truly here. So we built on the brand equity of the reindeers’ year on year in our advertising to help get cut through and standout in a very cluttered environment.