45,000 Quality Street wrappers fall from the sky as families, residents and animals frolic in an idyllic snow-covered festive street as it positions the chocolate favourites as the “First sign of Christmas”.
In selected cinema screenings, the audience will also be given a magical 4D experience with real wrappers fluttering down on them as the commercial is played.
There is also interactive projection and installation turning Covent Garden into a Quality Street- inspired Christmas wonderland for a day as well as a specially tailored Facebook campaign.
For thousands of excited consumers Christmas really starts when the Nestlé’s Quality Street tin is opened and people dive in to rummage for their favourite. In its new campaign Quality Street looks to drive this point home with a fun and festive offering showing how its sweets are the centre point of many families’ Christmas moments and memories.
The campaign also includes a magical interactive OOH Snowing Wrapper projection installation in Covent Garden on 3rd December delivered in conjunction with Anthem, Project Artwork and ZenithOptimedia. There is also a social strategy using Facebook’s anthology platform to serve a sequence of four posts that tell the Quality Street story.
There will be a dynamic 20” cut down of the main TVC introducing viewers to Quality Street, establishing where all the magic happens, and another introducing viewers to the residents with amusing insights of what life is like. Facebook will serve two separate films to two separate target segments.
David Masterman, Creative Director at J. Walter Thompson, said: “The proper start of Christmas is when the Quality Street tub appears. It’s as magical as the first snowflake. So we made Quality Street a wonderful place where it snows wrappers.”
Rob Brown, the Marketing Manager at Quality Street, said: “Opening Quality Street signals that Christmas is here and we want to make sure mums and families can create many memorable moments that they will cherish for a long time to come.”