Arena, the media planning and buying agency, has brokered a partnership between retail destination, Westfield, and the Evening Standard, as part of the shopping destination’s major seasonal push, The Christmas before Christmas. The over-arching campaign celebrates the excitement, anticipation, and preparation of the festive period – all the things that make Christmas the best time of year.
Launching in November, the 360 partnership with the Evening Standard includes a weekly in paper promotion, digital/social and video content and supporting editorial, as well as a Christmas event at Waterloo – one of the UK’s busiest stations – which goes live on the 17th November.
The event will encourage commuters to get into the Christmas spirit and involves band The Hotstie Totsies – part of the Westfield’s Presents programme – playing live in-station, Christmas goodies being handed out and a pop up photobooth, capturing peoples’ ‘Christmas before Christmas’ stories. The Waterloo Motion, enabled by LIVEPOSTER will amplify activity from the event – counting down to the band playing and publishing consumers photos onto Europe’s largest DOOH screen in real time. The use of LIVEPOSER will also enable Westfield to amplify their social campaign in real time, taking the conversation from Twitter and displaying on The Waterloo Motion throughout the week.
The activity will be supported by offline and digital promotions which will tap into key questions to reveal London’s interesting and quirky Christmassy behaviour.
In addition to the above activity, the campaign also includes OOH formats to broadcast the Christmas Before Christmas message to busy Londoners, a Time Out partnership, VoD, display, social, and cinema advertising slots around key Christmas films, to offer a sense of occasion, delivering seasonal cheer.