With 335 days to Christmas, is it ever too early to plan your Christmas campaign?
Recognising the value in targeting Westfield’s affluent and high-spending audience, Waitrose launched a one-of-a-kind experiential, surprising shoppers with fake snow and festive music to accompany their full motion advert.
Planned by MGOMD and Talon and in partnership with Ocean Labs – Ocean’s technology and innovation arm – this ultimate 4D digital-out-of-home advert enchanted all of the senses by bringing a traditional snowy Yorkshire Christmas to the capital. For 30 seconds every half an hour, playout of the advert triggered accompanying festive music and snow cannons that sent snow swirling over delighted shoppers passing by the screens.
The experiential took place on two consecutive weekends at Westfield London’s Eat Street and Stratford City’s Four Dials, with further creative across multiple Ocean sites continuing the Waitrose message throughout the month. In December, Westfield centres see a +28% increase in monthly footfall, with a daily average footfall of 250,000, making these sites a must-book for festive advertising.
Catherine Morgan, director of Ocean Labs said of the campaign ‘This is a great example of the ability of digital OOH to deliver unique on-brand experiences that delight all the senses; the music and snow combined to bring the Waitrose Christmas to life in an unmissable way. This is exactly the sort of campaign that Ocean Labs aims to deliver for advertisers.’
To borrow a phrase ‘At Christmas, there’s nothing quite like Westfield.’