?? The One With A Single Easter Campaign, And Five Bonus Activations.

(How to maximise the power of partnerships to reach a range of audiences)...

We had the pleasure of working with the team at Charlie & The Chocolate Factory just before the show closed in the West End, and it was the kind of brief creative dreams are made of:

"We have limited budget and we want to drive awareness for the show, but we can't use assets like Golden Tickets, Chocolate or Willy Wonka, due to film rights".

This one conversation led to a creative brainstorm, quickly followed by a campaign bringing together key brand partners to maximise the opportunity across a wide range of audiences:

?? Merlin - 'a view of pure imagination' made the London Eye a perfect place to create an experiential experience; turning the Eye purple, launching an experiential sweet design competition and landing larger-than-life sweets in the trees at Southbank, unlocking the Merlin database and reaching London visitors. A Hotel Chocolat prosecco and chocolate-tasting experience elevated this part of the activation (for grown-up visitors!)

?? Biscuiteers - building the show set out of biscuits in the window of 34 Waterstones stores allowed us to unlock the literary audience, via a huge newsletter and social media following and with stand-out PR'able presence on the high street.?

?? One Aldwych - a Charlie and the Chocolate Factory-inspired afternoon tea was developed to appeal to theatre bookers, and create something fun in a traditional high-end space.

?? BFI and AMEX - tapping into a cult James Bond fanbase by landing an audience with Sam Mendes to unlock the BFI and Amex databases whilst he wowed fans and linked the huge world of James Bond and Charlie and the Chocolate Factory together in the Epiphany Series, with supporting show artwork appearing across the South Bank.?

?? Comic Relief - supporting the PR team to help leverage newsagent presence across the UK to support a Comic Relief campaign to find 12 golden noses, gaining POS domination nationwide.?

A great example of how brand partnerships don't have to exist in silos, and in the power of joining forces ???

And all of that whilst celebrating Chocolate without actually saying the word at Easter ???

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