Supermarket celebrates the lengths people go to and ‘what the heck’ attitude during the season with a campaign centred on the hashtag: #BecauseitsChristmas
LEEDS, England, 2015-11-5 — /EPR Retail News/ — On Sunday, Asda will switch on the festive lights with the airing of its #BecauseItsChristmas campaign during X Factor. Taking the lead from its customers and capturing the anticipation of the season, the campaign will fire the first salvo in the battle of the Christmas ads with a 60-second advert that puts fun festive attitude and well-known Asda personality at the heart of this year’s campaign.
Teased throughout the day before its full airing at 8.15pm, the advert captures the excitement and go for it’ spirit of Christmas that celebrates people pushing the boat out, #becauseitschristmas.
From the family that festoons its car with lights, not just the home; to the dad who buys the biggest of trees then struggles to get it home; to an antler wearing dog; to the child who outperforms in the nativity play; to the nervous man who finally puckers up under the mistletoe at the work party, the launch creative captures the brilliant lengths we go to because it’s Christmas. And it wouldn’t be Asda without the famous pocket tap, this time getting a Christmas twist from colleagues dressed in Christmas antlers.
The stories in the brand adverts come from customers themselves who told Asda about the extreme efforts they go to in order to get ready and get together to fully enjoy this time of year. The launch advert will be followed by shorter ads which take a closer look at those people going all out at Christmas, as well as ads to showcase the scale, quality and value of Asda’s Christmas range: from George Christmas jumpers, festive costumes for dogs, and Star Wars costumes; to prawn and lobster cocktails, red velvet yule logs and duck & cherry pate – highlighting that customers can fulfil their Christmas needs under one roof – whether in store or online.
Barry Williams, Chief Customer Officer, Asda said: “Christmas is a time you can really go for it – trust me, with a big family of my own I’m well aware of how much effort goes into making it special, fun and meaningful, and how much reward comes from doing just that. And I know it’s not just my family who feels this way, our customers have been saying they act exactly the same at this time of year so we’re celebrating that spirit throughout our Christmas campaign.
“It’s a cracker of a campaign – it’s about indulging on quality food, fantastic decorations, fun or glam festive clothes and incredible efforts to get together, and depicts it all with personality.”
The media schedule will also disrupt festive norms. Following insights that show more than one in five people had completed part of their Christmas shopping by this time last year, the advert is launching at the beginning of November – when Asda will be the first retailer to use 5-second blipverts across all major channels throughout the day of launch. These will be supported with cinema and digital outdoor ads, including giant 3D boards featuring antlers and tree-esque lights in Leeds and Manchester, which will go live on the same day.
The launch will also kick-start Asda’s most advanced digital campaign to date. The content driven approach – which includes go-for-it moments like a ‘dogs do Christmas’ video series, a spoof training academy for colleagues, and something extra special to support the upcoming Star Wars film release – will feature across multiple platforms including YouTube, Twitter and Tumblr. As well as an industry first partnership with Google, this Christmas also marks the launch of Asda’s first significant presence on Instagram to showcase its Christmas food range.
Throughout November and December, momentum-building ads will enhance the festive fun and anticipation, before a 30-second advert captures the final countdown.
The launch advert features X Factor’s Fleur East’s debut single Sax ahead of its release on 6th November. It’s a pop/funk track produced by Norwegian duo Electric with strong bassline, guitar riffs and memorable hook. It’s written by Fleur alongside Electric, JHart and Camille Purcell and is set to make a statement that this is the emergence of a superstar – her X Factor performance of Uptown Funk last year peaked at no1 on iTunes. The advert and song will be linked to Shazam – Asda has a strong track record in this area with its previous soundtrack Oh My Love by The Score becoming the most ‘Shazamed’ advert track of the year.
The Christmas ads have been created by VCCP and continue Asda’s Save Money. Live Better brand campaign launched in July this year. Save Money. Live Better brought back the iconic pocket tap and celebrates what Asda customers love about their Asda supermarket – the combination of a great value range, Asda colleagues and the unique Asda personality’.