One Stop Christmas commercial
We created 3 stunning Christmas commercials that emphasised the quality of the ingredients and products on offer at local One Stop stores.
Throughout the Covid-19 pandemic, many people had turned to local convenience stores over the larger supermarkets – this was particularly true during lockdown, when travelling further from home was against the law.
Offering quality own label produce at an affordable price, One Stop were in a good position (literally) to serve their local communities at this challenging time.
Building on their already outstanding pricing policy, One Stop were offering even greater value festive deals for Christmas 2020, including offers on mainstream household brands, plus savings on ‘Christmas essentials’ – including roast dinner ingredients, as well as wine and confectionary.
To get the message out to One Stop customers, LAW Creative were briefed to create a series of Christmas commercials to showcase great value festive deals available at One Stop.
We developed three Christmas-themed commercials to promote the outstanding offers available. The idea: that at One Stop, customers could get ‘More for less’ during the festive season – which meant more of all the things they loved for a lot less of the cost.
To emphasise the quality of the ingredients and products on offer, we shot all three ads in a macro style. The colours, lighting and background were all kept to a natural-looking style – which further enhanced the overall brand look and feel – with the emphasis firmly on the outstanding products on offer.
To make the executions even more impactful, messaging was kept short, punchy, powerful and to the point, enticing the audience in-store with the promise of exceptional quality at a fraction of the price. The ‘More for less’ theme ran throughout each commercial, thus emphasising the key One Stop value proposition strongly.
The commercials were run via a paid YouTube campaign over a five-week period, gaining over 2.4 million impressions and 1.9 million views.
The ads also gained an 82.3 VTR (view through rate), showing that the audience found the films compelling and engaging enough to not skip after 5 seconds. In a world of disposable, instantly forgettable messaging, this was a strong result, highlighting both the strength of the offer as well as the impact and simplicity of the campaign messaging.