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Worcester BID (Business Improvement District)
modus were successful in a multi-agency pitch for the Worcester Business Improvement District Christmas campaign 2012. The campaign was funded by Worcester BID with support from its parent company VisitWorcester. The brief was to come up with a tightly budgeted campaign focusing on keeping Christmas shopping and footfall in Worcester city centre.
As part of the pitch the Worcester BID team were seeking ideas and concepts for a campaign for which its success can be measured to some degree. Previously a printed publication was the campaign piece but this year they wanted to explore the spin offs, for example to ensure consumers are driven to their website and also to allow them to capture data to enable new bigger campaigns and to inform the populace of future events and activities being laid on by VisitWorcester / Worcester BID.
As with all cities there is tight competition for shopping particularly at seasonal peaks, with Christmas being a prime time. The BID were keen to promote Worcester as a destination for Christmas shopping and for leisure activities and wanted to entice people who might usually go elsewhere even though Worcester is in many cases nearer. Consumers in the AB and possibly C ACORN socio-economic classification are those to whom the Christmas Campaign should be targeted and within a 25 mile radius of Worcester city centre.
modus wanted to develop creative treatments that were memorable and with high level of recognition across a mix of channels both online and off-line.
We coined the creative WORCESTER CHR12TMAS and adopted the campaign strategy of: the ‘12 Days of Worcester my city gave to me…’ starting with hand drawn scamps and under the control of Guy Marson our creative director who ‘created the campaign, we developed a full media campaign.
We were responsible for every aspect of the campaign. The scheduling was based on 6 weeks with each element of the 12 days of Worcester balanced across this timeframe. Two adverts, two radio 10 seconds, two e-mails, two web banner ads, two newspaper full page advert were created and scheduled every week. The 40 second radio campaign ran throughout with only a small change after the Victorian Fayre.
The scamps become reality with modus designing everything in-house. We used existing and stock photography and also spent 2 days taking new images. Each ‘day’ had a cameo about ‘Love Worcester’ as a silent message which we photographed and photoshopped.
the magazine click here for an online version
We developed and activated a campaign across creative, design, media buying, design and print of 100,000 A4 Magazines, doordrop distribution, script writing, radio advertising and online banner adverts and MPUs email footers and a data capture mechanism based on a competition to win an Ipad mini.
As part of our launch piece for the ’12 days of Worcester’ we bought and wrapped the local Newspaper. Our approach in this was unusual because we emulated the newspaper’s house style in order to create an impression that this was editorial.
We negotiated and scheduled laydown for Worcester Bid Christmas radio campaign with the local commercial station Free Radio. Based on 40 & 10 second commercials over 6 weeks ending on 22 December. We created the campaign based on a script to the traditional carol ‘The 12 Days of Christmas’ having completed a risk assessment and copyright search on the music and the words.
We created a script and a 40 second advert with 10 second reworks to be released as scheduled.
We created 12 Newspaper adverts and 12 HTML emails which were sent twice weekly to a combined . an example database of approx 25,000.
The success of the campaign was measured by retained business and over 4,300 new contacts that were collected in the data capture from the Ipad mini competition published in the magazine, web banners and the newspaper wrap. The overall campaign impact was massive helping to retain Christmas shopping footfall in the city centre.
the radio campaign click here to listen
Choir
On the 12 days of Worcester my city gave to me…
Twelve singers singing
Eleven bags of shopping
Ten fountains dancing
Nine party dresses
Eight cosy cafes
Severn swans- a-swimming
Six carol concerts
Five star din – ing
Four poster beds
Three plum puds
Two smiling kids
And a great big Victorian Fayre.
Music starts again in background under, fades out under last line
FVO: Festive feasting, designer clothing and the famous Fayre – Christmas in Worcester, brought to you by Worcester Bid.
Shop, eat, play, live Worcester.
We managed the PR for the campaign to achieve addition coverage; releasing a Press Release for the launch. Twitter was used to push the message to a wider audience and we agreed twitter support from The Chamber of Commerce and The Worcester News.
Pictured below the BID Manager with modus creative director and studio members.
