ROBERT DYAS CHRISTMAS
PUBLICIS STUDENT WORKSHOP 2022
TAYLOR HERRING BRIEF
Make Robert Dyas relevant – bring it into the modern age to appeal to millennials (but without alienating 55+ core customers).
Produce a show-stopping, attention-grabbing, brand
fame campaign that will generate widespread attention in national media and can also be pushed on social media.
Drive brand fame for Robert Dyas at Christmas – activation to drop in
early November. Think dining, entertaining, decorations, gift wrap and
lights… Also Gifts!
IDEA ONE
XMAS DECORATION RENTAL SERVICE
Insight - Christmas decorations only get used once a year. They get thrown in a box/bag and everyone struggles to find room for them (especially millennials in rented flats). They take up unecessary amounts of space and we constantly add to them every year making the collection bigger and bigger.
In comes Robert Dyas with their new Christmas decoration rental service. Pick your decorations online and then get them delivered. Once christmas is over they will pick them back up.
Hassle free and save space! You can change your colour theme each year!
IN STORE FAKE TREE PICKING
IDEA TWO
Insight - Fake Christmas trees are becoming more and more realistic. They're hassle free with no pine needles and no figuring out what to do with the tree after christmas. Most importantly no guilt about killing a tree. However, people love the idea of picking 'their' tree.
Robert Dyas can produce an in store Christmas event where you come and pick your own fake Christmas tree. There will be pine needles on the floor and mulled wine/hot chocolate. The room will smell of pine and people working will be wearing high vis. The trees will be leaning against one another and then the staff will box it up infront of you instead of netting it.
20 QUESTIONS SERVICE
IDEA THREE
Insight - Sometimes buying Christmas presents is hard. Especially for family members and friends we don't see as often as we'd like.
Robert Dyas needs a service where they can identify what present to buy by answering 20 questions. It can be online and in store. The service will then point you to one of the many products Robert Dyas sells. Helping you find the ideal gift for your loved ones
