We were asked to create a campaign to attract shoppers to Liverpool ONE retail and leisure destination over the Christmas period. We wanted to 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 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 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.
MARKETING AND COMMUNICATIONS DIRECTOR, LIVERPOOL ONE