Event TV: Tesco creates Wigan Christmas light show

Tesco collaborated with production company Sonny and media agency Initiative to create a large-scale light show for consumers in Wigan as part of its 2014 'Every Little Helps Make Christmas' campaign.

Tesco launched its Christmas display in Wigan
Tesco launched its Christmas display in Wigan

Launching to the public nationwide via its TV advert on Sunday (9 November), the light show concept was born after a Tesco customer tweeted the brand asking why her local store did not feature a green Christmas hat symbol on outdoor signage. As a response, the company created a ‘winter wonderland’ at the Wigan store.

Approximately one million multi-coloured LED lights were used to cover a 78-metre by 7.2-metre screen in front of the store for the light show. More than 800 local residents were invited to enjoy the display.

Jill Easterbrook, chief customer officer at Tesco, said:  "Christmas is a wonderfully special time of year and we want to help customers in whatever way we can. Claire’s experience is just one example of how we’re doing every little thing we can to help make Christmas in fun and helpful ways."

Ray Shaughnessy, creative director at Wieden + Kennedy, the agency behind the TV campaign, added: "This year's campaign is an important step change for Tesco in that they are doing all sorts of unexpected things to help people have a brilliant Christmas. It won't just be about them making sure you get the best turkey on the table, it will be about making sure that people feel Christmassy too."

Tesco also confirmed that the green hat will appear on more than 700 Tesco stores around the country this year.

More: Spark & Fuse hired for 2015 Tesco Mum of the Year Awards

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