The Business Problem.

Although Christmas is historically retail’s busiest period. Regent Street, like many bricks and mortar retailers was seeing dwindling customers shopping with them for gifts during the festive season.

The Insight.

Christmas shopping is often seen as something that needs to be ticked off the to-do list before the festivities can begin, but by visiting somewhere like Regent Street - your shopping becomes part of your Christmas celebrations, meaning you can get the party started early.

The Context.

Black Friday and Cyber Monday were causing big problems as shoppers increasingly used the weekend of slashed prices to wrap up their Christmas shopping. The trend for online gift searching was then continuing through December leading to fewer shoppers visiting Regent Street to buy their gifts

The Strategy.

Get Christmas shoppers to visit Regent Street for their Christmas shopping by showing that shopping in real life makes Christmas come earlier

The idea.

To cut-through the festive noise, as shoppers flocked online on Cyber Monday, we launched ‘Hey Alexa’, a tongue-in-cheek campaign that celebrated the virtues of IRL shopping with Regent Street’s very own real-life Alexa [Chung]