The finest toy shop in the world, Hamleys, has today launched its Christmas campaign which aims to raise awareness of their festive in-store experiences.
The campaign marks Hamleys first since appointing VCCP London, media agency VCCP Media, and VCCP’s content production studio Girl&Bear earlier this year. Tapping into the seasonal excitement in the lead up to Christmas, the enchanting campaign reminds the nation of the joy that lies in authentic experiences with loved ones.
Harnessing its treasured heritage as the world’s oldest toy store, Hamleys has entertained the nation through two hundred and sixty two festive seasons and this year, the brand brings the magic of the family Christmas shopping experience to the fore. To fulfil this brand promise and its mission to unite the nation as it has done for decades, Hamleys is offering family-friendly, cost-free festive experiences, allowing people to protect those treasured moments that bring the most joy, even during the most difficult of times.
The integrated campaign comes to life through photography and will run across OOH, social media, and targeted publications local to Hamleys UK stores in London, Glasgow and Oxford, with a bigger takeover of OOH sites at Winter Wonderland. To highlight that precious sense of excitement children have in the lead up to Christmas, the creative features children’s expectant faces pressed up against store windows as they eagerly await for Hamleys to open their doors.
The tongue-in-cheek creative heroes this with its headline ‘Welcome to the most incredible Christmas experience, But not until 10am. Sorry’, with variable store times reflected appropriately across the campaign. Alternatively, some feature the line ‘Just wait until you get inside.’
The charming campaign speaks to an audience of all ages, but specifically targets parents across London, Oxford and Glasgow in its aim to enhance Hamleys brand affinity and bring people closer to the brand as well as closer together. This taps into the Christmas spirit of togetherness, uniting the nation around a shared experience at a time it needs this most.
Elias Torres and Daniel Glover-James, Creative Directors at VCCP London said: ‘There aren’t many brands that EVERYONE absolutely adores, but Hamleys is definitely one of them. The opportunity to work with them was a gift. We didn’t need to be told about the magic and joy a Hamleys visit brings, we knew all too well from having taken our own children there many times!’
The campaign will run in London, Glasgow and Oxford from today throughout the festive period, as well as feature in the Big Splash at the Hyde Park Winter Wonderland. Media has been planned and executed by VCCP Media. Production has been managed and delivered by Girl&Bear.
‘There aren’t many brands that EVERYONE absolutely adores, but Hamleys is definitely one of them. The opportunity to work with them was a gift. We didn’t need to be told about the magic and joy a Hamleys visit brings, we knew all too well from having taken our own children there many times!’ Elias Torres and Daniel Glover-James, Creative Directors at VCCP London
Project for Hamleys