Client Partner: NE1
Campaign: Alive After Five refresh
In May 2015 we began creative development to refresh the Alive After 5, Get Into Newcastle campaign.
Alive After 5 wants to increase the amount of people and spend in the city after 5pm by pushing key messages “shop late” and “park free from 5pm”.
Our last campaign for NE1 used photography, and a range of creative executions to target their key audiences. This year we were tasked to strip back the visuals and get back to the core of what Alive After 5 is all about: late night shopping and free parking.
With a complete refresh ahead of us, several of our creative teams worked on a whole range of routes for weeks. The chosen route is fun, colourful and illustration based and maintains the brand’s fun, friendly voice despite the total change.
Bright colours capture the Newcastle city-scape alongside a bold headline. The seagull character adds character, and made sure the birds of the Tyne got a look in.
This route is bold and inviting with an exaggerated feel that would stand out in the city centre. And like all of our work for NE1, it needed to adapt easily across every channel, including an animation. Frazer, our resident animator, worked closely with art director Jordan to keep the style consistent. The birds were animated using 2D frame-by-frame animation, bringing fluidity to the animation.
Our headlines: ‘Long live late night shopping’ and ‘Long live free parking’ are supported by the line ‘Long live the day’. They all come together to inspire people to take advantage of Newcastle’s late opening hours to squeeze the most out of their day.
The new campaign launched late August, running to October then we kicked in with pre-Christmas in late October. Shopping hours change in the festive season to allow for vital Christmas shopping. The new 9pm closing time was a centre point of the christmas campaign, ensuring people got the message.
For our pre-Christmas execution we used darker colours, to hint at late night, and an injection of red, snow, and stars made things appropriately festive. Our seagull character even gave way to a robin. Despite these festive tweaks, the campaign kept its iconic look and focus on the city skyline.
The campaign has a broad target audience including: city workers, local residents and families of all ages.
It was a huge success and is linked to an increase in activity in the city between 5-9pm.
This campaign ran across:
- Outdoor (6 sheets/48 sheets/ 4 sheets which appeared at Metro stations),
- Digital screens (Central Motorway site, 6 sheets at central station)
- Magazines (NE1 Mag, Luxe)
- Press (Chronicle, Journal, Metro)
- Digital (chronicle live)
This year we worked with NE1 & Mike Lynch Advertising to give the Alive After 5, Get Into Newcastle campaign a big digital push. In previous years campaigns were rolled out across traditional media for a wide impact. A more focused, digital approach was a first for our client, and one that brought impressive results.
The campaign has proved to be highly effective and we have a happy client. Job’s a goodun.
NE1 received positive feedback across social media, but the numbers do a lot of talking too.
On YouTube: pre-roll ads gathered 4,552 views
On Facebook: The ad received more than 26, 000 views in November alone, a huge success!
On mobile: We targeted city centre workers, city centre shoppers and local residents on mobile, pushing the ‘shop and park’ message via text messaging, mobile display ads and ticker tape ads. They all performed above average.