Littlewoods plans Christmas Wishes tour

Shop Direct's online retail brand Littlewoods has revealed it will be creating an Aladdin-themed immersive experience around the UK as part of its 2014 Christmas campaign.

Myleene Klass plays a genie in Littlewoods' Christmas TV ad
Myleene Klass plays a genie in Littlewoods' Christmas TV ad

The Christmas Wishes tour celebrates the brand’s partnership with the Ambassador Theatre Group to sponsor pantomimes at ten locations. The integrated media campaign will be activated by Vizeum, Posterscope, PS Live and Liveposter.

Spanning three weekends in November, the activation will travel to Birmingham’s Edgbaston Street, Church Street in Liverpool and Glasgow’s Sauchiehall Street. The immersive theatre experience will comprise of a bustling Aladdin-style bazaar, featuring entertainment and prize giveaways.

Consumers will be invited to soar the skies of Arabia via a green screen, with the chance to see themselves on digital out-of-home screens throughout each city, as well as creating their own bespoke Littlewoods wish list for the chance to win it all.

Exotic performers will also be on hand to entertain crowds, while near field communication technology will take consumers straight through to the Littlewoods website to browse on their smartphones. Consumers will also have the chance to rub a giant genie lamp installation, with one lucky winner every hour being granted an on-the-spot prize which will materialise if they see a puff of smoke spurt from the lamp’s spout.

Balpreet Mangat, business director at PS Live, said: "This is a great example of experiential and digital out-of-home working hand-in-hand to drive customer engagement with the Littlewoods brand. The immersive nature of the activity, along with on-site technology and prizes, brings the brand to life and into consumer’s hands."

The live experience complements Littlewoods’ Christmas 2014 communications, created by retained agency St Luke’s and directed by Michael Gracey at Partizan. The brand’s festive TV advert, which aired for the first time on 7 November, features an Aladdin-themed pantomime starring brand ambassador Myleene Klass and TV personality Christopher Biggins.

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