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The Winter Forest at Broadgate

Broadgate proposed an event for the festive season 2017 which was to be truly ground-breaking – they proposed to build a Nordic village, complete with forest and snow, in the heart of London. Chocolate Ltd wanted to find an imaginative way to communicate the magic of this event to our audience – identified as working professionals and commuters across London.

This would be a place to escape all the stresses of working life, relax and enjoy festive food and drink with family and friends in a fairytale Winter setting. We wanted to build a story around this wonderful event which would demonstrate all of the key elements (food, drink, film, shopping and live performances) by tapping into their inner child. Something no one else in the market was doing. So we wrote a story… The Winter Forest at Broadgate – A Fairytale Adventure of Food, Film and Drinks.

We took creative inspiration from the Brothers Grim story books, which are darker than children’s tales and felt in line with our core message. We used these as inspiration for our illustrative style too by creating bold retro silhouette figures and a winter village to give the consumer a taste of what to expect on arrival.

Communications were all designed to be simple to read and understand whilst using minimal colour (gold and black only) to stand out – none of the stereotypical reds, greens and ‘Disney’ style graphics used by our competitors. We even gave the brand typeface a fairytale twist which was used on all advertising, POS and way-finding keeping a consistent brand look and feel throughout the experience.

Key to the success of the project would be a clever use of media. Having researched the competition we found that no one else was using film to promote their event. So we created a short animated film built around our core story.

All elements were illustrated and animated in the Chocolate Ltd studio. The use of film allowed us to show every aspect of the event in a powerful and immersive manner – our audience are time poor so film is the best platform for us to tell our story quickly and efficiently.

To support the campaign, and invite pre-bookings, a microsite was developed where the piece was available in full with a single click. This improved SEO and increased dwell-time for all visits. We then used the master animation to create a series of ‘shorts’ which were drip-fed to our audiences across social media channels and on digital screens on escalator and ECN screens local to the Broadgate neighbourhood. This was accompanied by a series of well placed 6 sheet advertising spots in major underground stations and simple directions POS on site leading to the event location itself.

Th brief to Chocolate Ltd. was to create a campaign to build excitement and intrigue around the event but also to further establish Broadgate as a destination. We delivered a targeted multimedia campaign, on a limited budget, built to deliver above and beyond client expectations. Results have shown a huge uplift in awareness and engagement across all media.

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