Frenchgate Christmas

Marketing / Print

Brief

The Frenchgate Shopping Centre instructed us to manage their 2012 Christmas campaign. The brief was to appeal to their target audience with an emotive message and ultimately drive foot traffic to the centre over the Christmas period.

Solution

We wanted to engage with the centre’s core demographic, the goal was to remind people of the magic of Christmas, be it as a parent or those years when we all wrote a letter to santa with all the ideas of what we wanted from the big man. The main focus was the ‘List’ this was to encapsulate the message of ‘The Frenchgate had it all under one roof’, we created the list to be exaggerated as possible to appear as a standalone creative device or as part of the still life we devised to keep the look consistent across all elements of the campaign. A touch of Christmas was added, the cheeky little boy, the tree and some christmas flourishes to create a very strong visual identity for the centre’s 2012 Christmas campaign.

Outcome

We embarked on a targeted outdoor, radio, press and digital campaign that delivered over 16 million impressions within the 10 weeks leading upto Christmas. We also integrated PR and social media into the campaign that resulted in over £17,000 worth of PR coverage in local and regional press. The campaign resulted in foot traffic in the centre across November and December being above the industry national average.

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