Launched on ‘Blue Monday’ (January 16th) the integrated campaign was designed to spread warmth and joy to cities across the UK, on what is often reported to be the most depressing day of the year.
The experiential campaign included the creation of the world’s largest bean bag, located in Manchester’s Piccadilly Gardens. Visitors to the 53.39m3 bean bag could enjoy watching a heart-warming film for free with two daily screenings, whilst taking part, and breaking, the Guinness World Record event. Developed with the assistance of Circle Agency, the event proved popular with the all 700 available tickets for the screenings being snapped up within two days.
McCann worked with Circle Agency to extend the activation across the UK, by creating ‘Little Pods of Warmth’, which were located at Edinburgh Waverly, Manchester Piccadilly and London Waterloo stations during the week of January 16th. As well as offering the perfect place to snuggle on a cold day, each pod featured a control pad, allowing the user to change everything from the lighting to the temperature, to create their own personalised, warming experience.
Vaillant branded promo staff were also on hand at each location to give homeowners a free luxury warming gift to take home to extend their cosy warmth pod or bean bag experience. Visitors were also encouraged to share their experiences through social media channels using the hashtag #keepsmiling to win prizes.
As well as devising the creative concept and executing it across a range of media channels, including print and outdoor, McCann also supported Vaillant’s Warmth Week with a full range of integrated marketing activities, including trade and consumer PR, Social Media engagement and producing Vaillant’s Little Book of Warmth.
Neil Hooper, board creative director at Circle Agency comments: “We loved working with McCann and Valliant for their Warmth Week campaign, and it was a pleasure to be helping to brighten up January. By creating a tangible heated sanctuary we enabled people to actually experience this warmth and a Guinness World Records title was the perfect way for us to enable families and friends to get hands-on with this campaign. By bringing a bit of sunshine to Blue Monday, Valliant has shown that although January may be the coldest time of the year, it doesn’t have to be the gloomiest and throughout our cosy activations we’ve allowed people to experience home comforts, whilst encouraging interaction with the Vaillant brand.”