THE CHALLENGE

We were asked to create a campaign to attract shoppers to Liverpool ONE retail and leisure destination over the Christmas period. We wantedto create something capable of cutting through the deafening ‘noise’ of Christmas advertising and speaking to people about the emotional resonance of Christmas.

We set out to devise a campaign that reminded people of how much they love Christmas – even though the stress and the spending might be telling them something else. We aimed to capture the Christmas the average Liverpool ONE shopper wants to enjoy.  

THE SOLUTION

The solution was the ‘Light up Your Christmas’ campaign. In simple terms it focused on the faces of people – Mums, Dads, kids, grandparents and even pets – lighting up as they embrace the spirit of Christmas. It was designed to make people think of what made them, or their loved ones, light up at this time of year.

The full colour photographs and videos were augmented by a #LightingUpChristmas hashtag enabling people to share their own stories – from the most festive family they know to the worst Christmas jumper they ever wore. From billboards to buses and on demand TV adverts, the campaign spread Christmas light across Liverpool and beyond.   

THE RESULT

The fully integrated campaign inspired a huge amount of interest and interaction in the city of Liverpool and surrounding areas. Liverpool ONE were so delighted with the results that their relationship with Liquid continues to flourish.

“THE ‘LIGHT UP YOUR CHRISTMAS’ CAMPAIGN CREATED BY LIQUID PERFECTLY CAPTURES THE MAGICAL FAMILY MOMENTS TREASURED BY OUR CUSTOMERS.THE TEAM AT LIQUID WORKED BRILLIANTLY WITH THE ACTORS AND OTHER AGENCIES TO DELIVER GREAT CONTENT FOR THE CAMPAIGN. WE’RE SURE THE ‘LIGHT UP YOUR CHRISTMAS’ MESSAGE WILL STRIKE A CHORD WITH SHOPPERS AROUND THE NORTH WEST AT CHRISTMAS.”

DONNA HOWITT
MARKETING AND COMMUNICATIONS DIRECTOR, LIVERPOOL ONE

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