Fred thoughts
We Are Fred Finalists of The Drum Marketing Design Award.
Nov 2018

We are Fred has been shortlisted in the design category for The Drum Marketing Awards for its CM1STMAS campaign.

The Drum Marketing Awards are one of the most prestigious awards in the marketing sector, celebrating the best campaigns from across the globe. Judges consider entries based on results achieved, the level of innovation, effectiveness and creative thinking.

The CM1STMAS campaign, commissioned by One Chelmsford, was designed to promote the City as the premier Christmas retail destination in the South-East,generating awareness within the surrounding area and beyond. The idea was to promote Chelmsford during the festive period, using Christmas shopping as the focus of the campaign to bring the City to life.

We are Fred wanted to create a completely bespoke and timeless brand, making the most of the newly rejuvenated spaces to promote the vibrant and cosmopolitan City and appeal to a whole spectrum of audiences from children, families, young professionals to an older audience and businesses.

Using the central CM1 postcode as inspiration along with the Christmas theme, We are Fred used the clever play on words to bring the two together and came up with the now iconic CM1STMAS – with the accompanying strapline, ‘The festive season has a new postcode’.

As well as helping with the positioning, the creative team came up with everything from the look and feel of the new branding design, pulling together the concept, and then designing all the key visual elements of the campaign including outdoor advertising, radio advertising, a new website, a high-end lifestyle magazine and video.

The eye-catching visuals targeted a broad audience demographic, encouraged an increase in footfall to the area and resulted in a 10% uplift in retail revenue for Christmas 2018. The website received 5,000 hits in its first three weeks and it is estimated that the campaign reached over 13.2 million individuals.

Nick Street, creative director and co-founder, We are Fred, said:“Placemaking is about telling the story for an area while engaging with the people who really believe in and connect with the City. The CM1STMAS brand truly reflects what the cosmopolitan city has to offer and made a huge impact both locally and across the surrounding areas.

“We knew the concept for this campaign needed to be something pretty special to grab attention and showcase all that the city has to offer in a way that would appeal to audiences young and old. We were thrilled with the final result and the impact it had on the area and to be recognised as a finalist for the design award is the cherry on the cake”.

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