Leicester’s Diwali celebrations are reported to be the biggest outside India. In 2020, due to the pandemic, Leicester City Council decided that the celebrations on Belgrave Road could not take place and were replaced by a virtual event. In 2021, the Diwali celebrations were back – and following a successful tender process – Anicca was selected to support with the relaunch.
To ensure the event was as safe as possible, LCC extended the celebration area from Belgrave Road to surrounding areas to prevent mass crowding. Recognising that this change in location may affect businesses who traditionally benefited from the Diwali traction, LCC wanted to launch a campaign to support local businesses based on the concept of a ‘Diwali Shopping Festival’.
We proposed a four-week campaign that ran across digital and out-of-home (OOH) media channels to give maximum impact in Leicester and surrounding areas.
To ensure we caught and maintained the attention of Leicester locals, the first step was to develop a suite of creative assets which stood out across many digital and OOH media channels. With eye-catching creative in mind, our team created an array of assets, encapsulating the essence of Diwali through iconography and colours.
Recognising that we needed to engage people online and offline was key to this campaign. A measure of success for the client was the amount of competition entries generated. To encourage engagement across the community, we served relevant ads across social media encouraging users to enter the competition, we also offered an offline solution where the community could physically fill out and drop off entry forms at a local community space.
As part of the project, the client tasked Anicca with the complete management of the competition logistics. This included sourcing prizes from retailers, ensuring fair promotional coverage of retailers, arranging product photography, liaising with competition winners, photographing the competition winners.
In total, through all media channels we generated 1396 competition entries.
Leicester Mercury digital takeover
We were delighted with the success of this campaign, being multi-channel and using above and below-the-line activity. Using our in-house creative services saved a large amount of time and hassle, meaning we could provide the client with a better and swifter service overall. This project was a prime example of a short-duration, high impact campaign that delivered to the client specification and more besides. If you are interested in finding out more about our paid services or need a hand with any other digital marketing needs please feel free to contact us today.
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