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.
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...
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."