Buyagift is the UK’s leading gift experience provider. They needed a Christmas campaign to raise brand awareness and to give people a reason to care about them, at their busiest time of the year.
Buyagift needed to communicate the value of giving an experience over a traditionally wrapped gift at Christmas. They needed a multi-channel Christmas campaign that showed the incredible experiences they offer in an eye-catching way. They needed a campaign to connect with their customers on a deeper level, while grabbing their attention with a creative execution.
We spoke to customers to understand what "gifting" really means to them. Using this insight we created a campaign around gifts that are too big to be wrapped.
From the campaign concept, through to the final asset delivery, we brought the campaign to life across TV, digital and OOH. We tell the story of a gift receiver as she travels from one hyper-real experience to another. These are the gifts that can't be wrapped.
We conducted research to understand people's thoughts and feelings when it comes to giving and receiving gifts.
We heard them speak about what gifting means to them, their relationships with loved ones and what they like and dislike about the gift giving experience.
While we learnt their favourite moment was seeing someone unwrap a gift they had given, they overwhelmingly shared they disliked the wrapping process.
We created a surreal world in which our protagonist explored experience gifts that can't be wrapped.
The multi channel campaign covered included TV, cinema, OOH and digital. We worked closely with the media planning team to ensure the right creative message was delivered at the right time.
The creation of this campaign was a huge team effort. From building sets to complex camera gimbals and CGI, our team made sure every aspect was covered to achieve the creative vision and Buyagift’s ambitions.
We successfully delivered the campaign and received extremely positive feedback from our clients, in particular on how smoothly the project ran.
