Introducing Mailbox as Birmingham's ultimate luxury experience

Client:
Mailbox Birmingham

The Brief: 
To create an Autumn/Winter 2017 campaign that promotes both new openings and existing tenants whilst driving downloads and supporting engagement for the new Mailbox app. It should convey the Mailbox as the city’s leading luxury destination to shop, eat and relax in style.

Initial ideas:
We want to create a campaign that showcases the very best that Mailbox has to offer. It was important to highlight that Mailbox is more than just a shopping destination, it’s a place where visitors can immerse themselves in its own exclusive world, away from the chaos of the city centre. 

The Campaign Objectives

Engage

With new and existing customers

Reflect

An overall luxury experience

Encourage

Cross-spending and sales

The campaign will convey a full experience, combining the Mailbox’s diverse range of tenants including fashion, food and beverage, pampering, entertainment and hotels alongside its laid-back and stylish atmosphere. We want the campaign to be seen as more than just a product, it's something that visitors can engage with on an emotional level

What Mailbox means to us:

EXCLUSIVE, ITS OWN WORLD, DIVERSE, SHOPPING, LUXURIOUS, UNIQUE, SEPARATE, HIGH-END, QUALITY, PERSONALISED, RELAXING, ENJOYABLE, LEISURELY, PAMPER, FRIENDS, INDIVIDUAL, DIFFERENT, EXPERIENCE, STYLISH, SOPHISTICATED.

Finding inspiration to create
an effective Mailbox campaign

 

To ensure maximum visual engagement, we have taken inspiration from the world's best storytellers, luxury destinations and fashion brands.

We believe the success of the Mailbox AW campaign lies with a visual evolution of the brand, paired alongside emotive and succinct messaging, encouraging viewers to associate Mailbox with a true extension of their lifestyle. Mailbox should never be seen as a place to go just to 'kill time'.

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You've Got Mailbox

A multi-platform execution for all Mailbox communications,
portraying it as the perfect lifestyle experience.

It was key for us to keep all messaging concise. The overarching theme of ‘You’ve got Mailbox’ is used to create a selection of clear statements that reflect emotional and relatable experiences, allowing viewers to understand that spending time at Mailbox is the perfect lifestyle experience.

We created a variety of open-ended statements finished with an ellipsis, allowing viewers to assess and explore the scenario. The insertion of the campaign message 'You've Got Mailbox', and the logo act as a stamp of approval to imply that for a variety of activities, viewers always have Mailbox. A handwritten typeface enhances the personality of the creative, reading as if they are handwritten notes or diary entries; making all assets feel even more personal. A final sign off of 'Luxury. Personalised.' sums up the whole 2017 offering of Mailbox.

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Imagery:  The campaign will be led by three hero images. Stylish and luxurious, they will present separate experiences; from romance to friendship we want each image to reinforce an emotional connection to encourage customers to believe that they can feel good whilst looking good. 

Through the use of multiple sets, we will create the world of Mailbox. This will enable us to isolate all aspects of the messaging visually; from fashion and retail offerings to activities and emotion, these sets will allow viewers to fully engage with the idea of 'You've Got Mailbox'.

Hero image scamps

1. Fashion/ F&B/ Home 
2. Pamper/ Spa/ Stay
3. Cinema/ F&B/ Fashion 

The key brand images will feature all aspects of Mailbox in isolation, showcasing products from furniture and clothing tenants, as well as catering and leisure. Combining a range of scenarios, the imagery will highlight the Mailbox as a destination to spend time where visitors can explore, relax and indulge.

Colour palettes will change within each set to ensure variety and impact, each featuring a key Mailbox colour - however, the theme of the imagery will remain the same; a separate world where amazing experiences happen with loved ones. 

Examples of campaign design

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Example of portrait design

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The video aspect of the campaign will allow us to create multiple executions for a wide variety of platforms including VOD, owned media (website, social, app) and paid social.

The key focuses will be to reaffirm the campaign message; shot within the same sets it will act as an extension of the print campaign, whilst allowing us to introduce the new Mailbox app and its features to a tech-savvy audience.

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We see 'You've Got Mailbox' as more than an advertising campaign, it's a new outlook on the way Mailbox represents itself and how the public perceives the destination.

To enhance campaign authenticity, Mailbox should utilise all assets across its own technologies, strengthening trust and in turn influencing customers to embrace Mailbox.

As part of the production, an enhanced collection of imagery and editorial will also be produced for use across the Mailbox Life magazine and a new microsite, creating an additional destination for customers to explore, engage and learn about how Mailbox is the perfect addition to their lifestyle.

The main campaign offers the flexibility to also promote a wide range of below the line objectives (new openings, specific tenants and special occasions) as well as the new app. Both the imagery and messaging will maintain the same level of luxury, following the theme of the main campaign but can be adapted to suit a wider variety of needs.

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As part of the campaign shoot, we will also incorporate a Christmas creative. This will convey Mailbox as a one stop shop for everything on your list - the set will be filled with presents of all different shapes and sizes.

Boxes will be perfectly wrapped in brand colours with some open to hint towards Christmas Day, these will showcase the wonderful gifts available. We will incorporate fashion, F&B and home, showing how Mailbox can make your festivities perfect.

Made for digital

Taking the campaign cross-platform.

Creating a wide range of assets will be integral to the Mailbox AW17 campaign.
The main creative shoot will allow us to capture a huge range of collateral to populate multiple digital executions, offering variety as well as familiarity.

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Click an image to see an advert

Example digital adverts

Reaching a wide audience

As well as display assets we'll capture a wide variety of social assets to populate the content marketing of Mailbox around the whole campaign. From live social stories to behind the scenes imagery, photo shoot setup, favourite products and backstage beauty tutorials, we can ensure the digital lifespan of the campaign has longevity and remains engaging.

Conversational Commerce

We'd like to introduce Mailbox as one of the first regional destinations to utilise conversational commerce, giving customers an extra level of personalised service. Click the button and type 'show me mailbox' to try it out.

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