Visit London: London Areas Campaign

Strategy and Content

I. Brief

To support their summer campaign aimed at raising awareness of London neighbourhoods outside of Zone 1, Visit London required a piece of shareable video content which stood out from the norm and really made their audience take notice. The content would be used across all key social platforms as well as on the dedicated campaign section of visitlondon.com.

II. Action

Rather than simply creating a video, we knew we needed to create something bigger - something that could evolve beyond a single piece of content and become a recognisable mascot for the campaign wherever it appeared. Following an initial phase of audience research, we created Seymour - a loveable animated penguin who would go on an adventure around selected London neighbourhoods highlighting key traits and attractions along the way.

Together with the main hero video, we created separate pieces of content specifically for Instagram and Facebook which were used to tease the launch of the main video, and help maintain awareness in the weeks after launch.

To drive repeat views, we hid several items throughout the video, announcing this to social followers a few weeks after the main launch. We created ‘Seymour's Lost Property’ - a microsite where people could watch the video, find the hidden items and submit the timestamps of when they appear in order to win an exclusive Seymour the Penguin keyring.

Raising awareness of London's neighbourhoods...

Exposure

300k +

Views & engagements across Facebook, Instagram and YouTube

"Not only did Hex come up with a truly unique concept, they delivered well over and above what was required. Layering on additional digital activations that would amplify the campaign, as well as producing a video that nailed the brief."
Duncan Birch
London & Partners

See for yourself

View the Seymour video here. If you like what you see we'd love to hear from you.

Get in touch

Who

Passionate problems solvers fixed on creativity and data. Get up close and personal and meet the leadership.

Work

We trade on a powerful, proven track record of creating value for our clients. And really nice phone manners. Find out what we’ve done.