Very has unveiled a dynamic new campaign titled ‘Daydreaming’ to inspire families to commence their festive shopping in advance.
The initiative showcases a vast selection of toys, aligning with the brand’s ‘Let’s Make It Sparkle’ ethos, and introduces their adaptable payment option to manage holiday expenses.
Introduction to the ‘Daydreaming’ Campaign
With the festive season approaching, a notable name in online retail has set the stage for an exciting Christmas shopping experience. The Very Group’s latest campaign, ‘Daydreaming’, seeks to inspire early festive shopping by promoting their newly curated toy collection alongside their convenient Very Pay payment option. The campaign has been thoughtfully developed by The Gate, featuring beloved characters that capture the imagination.
The ‘Daydreaming’ campaign signifies a pivotal development in how the brand communicates its toy assortment to families across the UK and Ireland. At its core, this initiative is designed to break through the clutter of toy advertisements prevalent during the holiday period. Through innovative storytelling, it captures the essence of childlike wonder, aligning seamlessly with Very’s ongoing ‘Let’s Make It Sparkle’ series.
Research-Driven Strategy
To underpin this vibrant campaign, significant consumer insights have been taken into account. Very’s research indicates a growing inclination among parents to ponder Christmas purchases as early as October. Statistics further reveal that over three-fifths of individuals commence their holiday planning during this month, with a significant number opting to distribute expenses over time.
The insights not only shape the current campaign’s timing but also reflect the evolving purchasing behaviour of modern families. Notably, half of the surveyed parents expressed intentions to invest more in toys this Christmas compared to the previous year. This highlights a discernable trend towards more thoughtful and planned festive spending, driven by economic factors and a desire to fulfill children’s holiday wishes.
Creative Execution and Unique Features
The campaign’s creative execution is particularly noteworthy, blending real product imagery within an animated narrative. It features Coral the Flaminglet, a character brought to life to engage young viewers and enhance the storytelling aspect.
In an unprecedented move for Very, the campaign introduces plush merchandise of its brand characters. This includes a plushie of the campaign star, Coral, reaching into the tangible world and offering children a piece of the magic to hold. The commercials themselves are strategically soundtracked by a remastered version of Boys by Charli XCX, adding to the campaign’s vibrant energy.
Comprised of a series of spots, including a 30-second TV advertisement and three 20-second product-specific ads, the campaign is strategically positioned across various media platforms. This comprehensive distribution ensures the message reaches a diverse audience, amplifying engagement through television, radio, digital, and social media channels across the UK and Ireland.
Statement from Campaign Creatives
This ambitious campaign is spearheaded by the creative talents of The Gate. Antonio Gizzonio and Maisie Willis, the creative directors, shared insights into the campaign’s conceptual development. ‘The brief was to communicate that Very sells an array of brilliant toys while cutting through the abundance of toy adverts pushed out over the festive period,’ they remarked.
They further noted, “‘Daydreaming’ unapologetically does that; whilst still being incredibly creative and playful. We’ve gone inside the imagination of loveable Coral and seen how children daydream – who’d have thought flamingos like Charli XCX?” This creative narrative reflects a strategic blend of whimsy and commerce, capturing the intricate imagination of children while effectively promoting the brand’s extensive toy range.
Commercial and Marketing Execution
Central to the campaign is its execution by renowned media agency Zenith, responsible for media planning and buying. This partnership ensures the campaign’s visibility across an array of strategic channels. Their precision in media deployment maximises exposure and bolsters the campaign’s reach across the key demographics intended to be engaged.
The campaign’s rollout includes meticulous coordination of advertising across television, VOD, radio, digital, and social media platforms. These efforts are purposed to create a resonant and memorable impact, establishing a strong presence throughout the holiday shopping season.
This integrated marketing approach encapsulates Very’s commitment to engaging its consumer base effectively. By leveraging diverse media landscapes, the brand positions itself as a frontrunner in festive retail, capturing consumer attention at opportune moments.
Impact and Anticipation
The anticipation surrounding the ‘Daydreaming’ campaign is palpable, with expectations of significant consumer engagement. By marrying innovation with traditional festive themes, Very is poised to influence shopping behaviours and catalog a successful holiday season.
Preparations for this campaign underline Very’s dedication to understanding and fulfilling consumer needs. Through strategic foresight and industry expertise, the brand positions itself to capture the holiday spirit, ensuring both excitement and convenience for shoppers.
Impressively, the campaign’s creative direction and strategic distribution have evidently sparked excitement among audiences and industry observers alike. This pioneering initiative not only reinforces Very’s market presence but also sets a benchmark for future holiday campaigns within the retail sector.
Inspiring Early Holiday Shopping
This innovative campaign from Very serves as a pertinent reminder of the magic involved in Christmas preparations. The narrative of ‘Daydreaming’ invites consumers to engage in the holiday spirit, encouraging parents to explore an extensive array of toys and other festive offerings.
By introducing unique product lines and engaging storytelling, Very not only promotes its diverse range of toys but also seeks to alleviate the financial pressures often associated with the holiday season.
Very’s ‘Daydreaming’ campaign demonstrates a sophisticated blend of creativity and consumer insight, primed to enhance early holiday shopping habits.
This initiative is set to elevate Very’s market presence by captivating the imagination of shoppers and ensuring a delightful festive experience.
