Ah, the run up to Christmas; it’s our favourite time of year. And not just because we find ourselves surrounded by an abundance of mince pies and mulled wine. But because it’s the time of year when we can finally shout about something we work on all year; our Very Christmas campaign.
With an ambition to be the most talked about brand this Christmas, and a brief to increase brand awareness and consideration, as well as to achieve customer engagement beyond anything seen by the brand before, we needed an idea that went beyond just ‘obvious’ Christmas.
Building on the gorgeous animated world we’ve built for the brand over the past few years, this year our magical new advert takes emotions into orbit with the tale of Elsie, an adorable schoolgirl who dreams of being an astronaut, and a gift purchased from Very inspires her to head into space for real when she grows up.
After we see little Elsie excitedly unwrap a space helmet on Christmas morning, we’re taken on her journey, and see how her interest in the universe and space grows, before she eventually leaves for university to study astrophysics. The helmet really was the gift that helped her find her gift – the tag line for our campaign this year.
And we didn’t stop at the TV ad, either. We wanted to take it further this year. So as well as the usual associated print and digital work that makes up our fully integrated campaign, we created a Facebook Lens which allows people to transform themselves into an astronaut, just like Elsie.
Built entirely in house, it works on any smartphone, and lets you see your whole body floating and spinning in space, open and close your helmet visor by nodding your head, and more. It’s really lovely, and we know kids and adults alike will have loads of fun playing with it.
Results will be with us in the New Year, but the early signs are very good; we’ve just topped the table for best social consumer engagement this Christmas, as measured by Intermarketing Agency.
Sorry, Elton, it’s nothing personal.