Santa Up Against The Clock in Lowry Mailer
The team at Clock Creative have been busy putting Santa through his paces with their digital Christmas campaign for The Lowry – The Perfect Package Christmas Game – which is about to go live.
The brief was to develop a fun and quirky mailer for The Lowry’s conference and event’s team that they could send out thanking existing customers for their business as well as targeting new customers.
Clock developed an interactive game to engage with the audience and incentivise them to leave their data. The game lasts approximately one minute, and high scorers on the leader board have the opportunity to win a selection of prizes.
This is the 5th Christmas campaign that Clock has worked on for The Lowry, positioning it as a leading venue for corporate events and private functions. Each year The Lowry has been able to significantly increase its database as a direct result of its direct marketing campaigns, with last year’s response rate approaching 70 percent.
Davinia Hamilton-Maddox, Clock Account Director, who worked on the project said: “The Lowry Christmas campaign has steadily built up a following and last year’s decision to go digital had significant results. This year the challenge was to design something light hearted that would appeal to the primary B2B audience as well as consumers looking for a space to hold private functions. It also had to be something that would grab attention, without being too time consuming to complete. In addition, a ‘Send to a friend’ facility was an important part of the strategy to widen the net from The Lowry’s existing database and encourage new users.”
Christmas mailings in the past, designed by Clock, have included a digital Christmas card design competition, an origami pack and a ‘decorate your own’ gingerbread kit.