Bon Accord Aberdeen shopping centre

In the city's heart

As part of our brand guardian role for Bon Accord, the shopping destination in the heart of Aberdeen, we created their Christmas campaign for 2016. The aim of the campaign was to not only increase footfall, but to create an emotional connection with the audience and reinforce the positioning of its new brand; in the City’s heart, there is Bon Accord. 

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Our challenge was to establish Bon Accord as the host for all your Christmas needs, while simultaneously communicating six different messaging streams under the one overarching creative concept; the Black Friday event, Santa’s Grotto, Get Christmas Ready event, Late Night Shopping, the Christmas Gift Card promotion and a general Christmas advertising campaign. Our overall creative concept, led with ‘It’s time...’ embodying the excitement and anticipation that builds up over the Christmas period.

The Get Christmas Ready event was the first to kick off the Christmas festivities at Bon Accord, receiving lots of positive feedback. Visits to Santa’s Grotto were up by 28% and income on the opening day was also up by 37% compared to last year

After completing the new brand for Bon Accord, the Student Lock Down was the first opportunity to present it to the public. This was the 6th annual event Bon Accord has hosted for students, where they are invited to the centre for exclusive offers from retailers for one night only. 

Our aim was to promote the event as Aberdeen’s biggest and best Student Lock Down, communicating that there will be exclusive offers on the event night along with music, competition and freebies as well as using it as an opportunity to reflect the values of the new Bon Accord brand.

Our concept was based upon bringing the student community to Bon Accord and positioning them as the hosts for this event. Through the concept we also reinforced the positioning that ‘at the City’s heart there’s Bon Accord’. We communicated the event with engaging content on social media, targeting the student market, and with in-centre collateral. 

The campaign saw Facebook reach and engaged users increase by 49% and 198% respectively, and Twitter followers increase by 54% compared to the event last year. More retailers chose to participate in the event this year, than last, and footfall was up by 8%.