Mobile provider O2 has brought its ‘Be More Dog’ campaign to Bluewater shopping centre by building a giant ‘unwrapped Christmas present’ for consumers to explore.
The campaign, which promotes Priority moments, forms part of a fourteen month deal between Telefonica (O2) and Lendlease (Bluewater) which has seen experiential activity happening at key times throughout the year. The deal includes a three-year deal to provide shoppers with free O2Wifi.
Sharon Reid, Priority Head of In-life Management, explains: “Our Christmas activity at Bluewater ties into our current ATL creative, ‘Be more dog this Christmas’. It provides an unexpected experience for shoppers allowing them to channel their inner dog, get stuck in and have some fun with the brand.”
The winter forest scene inside the Christmas present is home to the O2 ‘Snowball Challenge’. Once inside, Bluewater guests are tasked with using premium artificial snow to mould ‘real’ snowballs to complete challenges. Winners are rewarded with a Priority treat from O2.
Reid said the campaigned wanted to give its customers a “unique experience” and one that represented the ‘Be More Dog’ attitude.
Claire Stokes, managing director, Circle Agency said the Priority app campaign provides a “brilliant opportunity” for retailers to drive footfall into their store.
“We want to capitalise on the heavy increase in footfall over the holiday period, however, it is often difficult to stand out and interrupt shoppers at this time of year,” she said. “We needed to catch shoppers’ attention and the giant present has done that.”
The campaign has run for a month and ends on 22nd December.