Agency: AMV BBDO
This year Sainsbury’s will help everyone have the perfect Christmas. With fantastic Christmas food, a re-launched Taste the Difference range, and lots of inspirational ideas and recipes, consumers can get everything they need.
Created by AMV BDDO, Dare, Cake and TMW with media planned and bought by PHD, the fully integrated campaign is a first for Sainsbury’s in the breadth of media used around one idea.
The campaign brings this idea to life with the promise that not only can everyone get what they need for the perfect Christmas at Sainsbury’s, but that the perfect Christmas will actually be delivered to one lucky winner and their neighbours as the grand prize in a competition that will run in the lead up to Christmas.
The campaign starts with a TV advert - out now and created by AMV BDDO – that celebrates how perfect Christmas could be. We see how Sainsbury’s transforms a sleepy Yorkshire village into a perfect winter wonderland - much to the surprise and delight of its residents.
Pristine white snow covers roofs and gardens, twinkling lights adorn windows and doors, a heart-warming Christmas movie classic is projected onto the side of one of the houses, and baskets of delicious food and drink arrive on doorsteps to create a perfect Christmas feast for the residents, and Jamie, to enjoy.
Supported by press, online advertising, social media, radio, PR and direct mail, the TV ad seamlessly directs the audience through to sainsburys.co.uk/perfectchristmas where consumers are given the chance to win this winter wonderland Christmas makeover.
Consumers who visit the site (created by Dare) will be invited to enter their address and choose a view of their street using Google Streetview. Their street will then be transformed into a magical Christmas snowglobe which people can share with their friends and social network to gather support for their entry.
The entries with the most support at the end of the competition will be short listed as finalists and Sainsbury's merry panel of judges will pick an overall winner who, along with their neighbours, will be treated to a perfect Christmas makeover, created and delivered by Cake.
The lucky winner will be treated to the transformation a week before the big day as a picture perfect white Christmas scene is delivered to their doorstep including a male voice choir, a delightful covering of snow, a huge tree all decked out with lights, a dazzling firework display and delicious festive food and drink, all courtesy of Sainsbury's.
Consumers who interact with the competition will also be able to sign up to Sainsbury’s Facebook and Twitter pages to stay in touch with the competition and receive inspirational ideas and recipes over the Christmas period.
Sainsbury’s will also be running a series of TV, Press, Digital and Direct Marketing (created by TMW) activity showcasing the fantastic festive food and deals available from Sainsbury’s.
Direct marketing activity will drive specific targeted money off offers and Nectar points rewards to our customers via direct mail, coupon at till and email with the aim of giving customers the opportunity to save money off their shop in the run up to Christmas. I
In addition, the activity heavily supported Nectar at a broader level via instore offers and an exclusive Nectar Triple Points event encouraging customers to redeem Nectar value against their Christmas shop, all with the ultimate aim of delivering on the Sainsbury’s helping you deliver the perfect Christmas promise.