In order to bring the M&S summer campaign message to life, we wanted to transport people to the Mediterranean through an immersive experience with the M&S Spirit of Summer range. This would increase perceptions of M&S as modern, relevant and a food pioneer, and deliver an inspiring and unique experience.
What we did
We created a clear strategy – to plan, market and run four Mediterranean cinema screenings across the UK. Alongside this, we used our digital platforms to support the campaign, driving awareness of the screenings and the new M&S summer range
Wes Anderson’s comedy The Life Aquatic… kicked things off in London followed by Captain Corelli’s Mandolin . We moved to Birmingham for a screening of the sing-along classic Mamma Mia , then on to Liverpool for vintage romance with Audrey Hepburn in Roman Holiday. Guests were welcomed with a range of M&S snacks, drinks and BBQ items. The screenings were bright and colourful with striped deckchairs, festoon lighting, painted crates and pergolas.
What we achieved
The events saw 700 attendees across four screenings. Social posts proved most effective in driving a high CTR to the EventBrite page. Post-campaign research showed the response to the M&S food on offer was overwhelmingly positive, and 3 in 5 attendees will visit M&S to find out more, buy the range, and tell family and friends about the Spirit of Summer.