Retail and leisure park Bluewater has appointed 23red to create and develop the ‘Big Blue Easter Adventure’ experiential campaign, following a pitch against five other agencies.
Following 23red’s Christmas initiative for Bluewater, it invited the agency to pitch for this push, which is focused on increasing footfall and encouraging families with young children to experience the ‘day out destination’. It is also the first time Bluewater has run experiential activity outside of the Christmas period.
The campaign, including instore marketing, events and competitions, is centred around a big blue rabbit character called ‘Blabbit’ who will turn various items blue around Bluewater; from chairs and trees to a security guard’s uniform and a mannequin in a store window.
Children will be supplied with an adventure map and asked to mark down at least six of the ten items they have found, and present them back to Blabbit. Children will then be entered into a free prize draw to win a family weekend to Disneyland, Paris.
The adventure map not only helps the child and their parents navigate around the mall, it also includes ‘Blue Clues’ and a 2 for 1 family refreshment voucher.
Bluewater marketing manager Joanna Waterman said: “We felt 23red presented the most original and on-brand
concept for our Easter campaign. We look forward to the opportunity to further enhance our guests experience over
Easter.”
23red creative director Sean Kinmont added: “We have created a truly magical experience for families over the Easter period that supports Bluewater’s business and marketing objectives: increasing footfall, dwell time and spend. Our idea reinforces Bluewater as a ‘day out destination’ by bringing together entertainment for the whole family in a fun and innovative way.”
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