dadasd 

Text100

Core disciplines: Corporate communications, Experiential marketing, Public relations (PR), Social

One of the Top 30 most viewed agencies for 2016

Adding sparkle to 
Christmas with M&S


Challenge

Christmas is hugely competitive period, and the no more than in the crowded retail space. How could we help M&S to engage their key media contacts and encourage them to photograph, feature and share the M&S Christmas range over and above other retailers?


Solution

To do this, we created a ‘winter wonderland’ for their annual Christmas in July press show. The event was designed to showcase all of Marks & Spencer’s departments in one open, interlinking space.

This was achieved using a ‘mirror story’ running throughout all the departments, linked by a 5-metre high faceted mirror Christmas tree installation in the centre of the venue, clearly viewed from the mezzanine and ground floor.

Chic sets were devised, with every element coordinated in stylish silver and gold metallic and the existing dark flooring in the venue was changed to a white wood wash for a fresh, light backdrop for product and mirror displays.

Multiple interactive stations enabled guests to meet a range of suppliers to learn more about the new Christmas food and drink on offer, including ‘Pimp your own profiteroles’, ‘Infuse your own gin’ and even experience the event’s infinity mirror room, reflecting hundreds of beautiful M&S Christmas baubles.

We also installed a large interactive gifting touch screen, which enabled guests to send themselves images and details on gifts from each department. This allowed users’ data to be captured and sent to M&S enabling carefully personalised follow-up with every journalist based on their interests. A large-scale social wall was also installed in the café area to give guests a live stream of commentary on the day via Twitter and Instagram.


Results

The event was a huge success, with guests engaging and experiencing M&S Christmas both on the day, on social and after the event - creating a lasting impression of the day and M&S. Beautiful imagery was shared on social with the infinity bauble room featuring highly on social posts using the #mandsxmas16. Since the event we have also produced the successful M&S Health press show.


"We created a ‘winter wonderland’ for their annual Christmas in July press show, designed to showcase all of Marks & Spencer’s departments in one open, interlinking space."
 

0Shares  Twitter   LinkedIn   Facebook   Google+   Send to a friend 
Interact with Text100