We're very excited to announce that today our client, The Marlowes Shopping Centre has been shortlisted for a Purple Apple award. These prestigious awards recognise and reward effective shopping and town centre marketing within the UK retail property sector. The Marlowes have been recognised in the Events category for their 'Santa's Waste-Not Workshop'. Read on to find out more about the work we did on this campaign:
In December, 2017, we worked alongside our client The Marlowes shopping centre to deliver a creative identity to showcase their Christmas family experience.
The Marlowes, Hemel Hempstead is a 340,000 sq ft shopping centre home to 99 stores and dominates Hemel’s retail footprint accounting for 38% of the shopping area. With Christmas being the busiest time in the retail calendar year, it’s important for shopping centres to step up their game to deliver a unique retail experience to be enjoyed in centre, helping to attract footfall and provide shoppers with a clear advantage of bricks over clicks shopping.
Recyclenow.com identified that English households will throw out an additional 3m tonnes – that’s five sacks of rubbish per family – over the festive period. Much of this will be waste that could have been recycled.
With that in mind, working with local schools and the council, a truly green grotto was created by The Marlowes using collected recycled and reused materials. Activity included recycling craft, meeting Santa and using pedal power to light up the centre’s 8m Christmas tree. Working alongside The Marlowes, Big Cat aptly branded this unique and innovative Christmas experience as ‘Santa’s Waste-not Workshop’.
To illustrate the Christmas experience we created a scene built from paper craft and recycled textures. Materials included paper, card, plastic, plywood, foil, cotton wool and sequins. We created animation assets which were rolled out across all digital channels, including mini video graphics to grab attention on social media platforms. The Santa animation was also incorporated into a broader festive campaign for the centre pushing messaging around late night shopping hours and hassle free, local shopping.