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Audiences bite for Mosquito’s Christmas Tree World campaign


Manchester digital agency Mosquito, part of CTI Group, has delivered a budget and, understandably, time-sensitive festive campaign for Christmas Tree World.

The campaign sought to increase brand awareness and expand Christmas Tree World’s share in the UK artificial tree marketplace.

The campaign creative was delivered in 10, 15 and 30-second advertising spots, and tells the story of a family tradition that spans over the years, centred around the focal point of Christmas – the tree. The campaign was activated through a multi-channel social strategy and bolstered by a targeted TV advert through Sky AdSmart.

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Mosquito’s Christmas Tree World TVC

Mosquito led with a consultative approach to understand the wider business focus and identify long term brand objectives, in order to deliver a strategic and creative solution that was future-proofed for longevity. This sat alongside a cross-platform activation to enhance the customer experience right through to purchase.

Mosquito leveraged its strategic experience in addressable media buying and proposed a cost-effective, multi-platform solution with Sky. Through highly targeted data mapping using market-leading 3rd party data, the curated narrative had an opportunity to reach large audiences quickly, with minimal wastage and maximum ROI, including wider customer response tracking.

By choosing Sky AdSmart as a media partner, Mosquito strategically placed Christmas Tree World in front of UK audiences online and alongside popular TV channels, using highly targeted data sets such as location, demographic data and household attributes.

Mosquito brand communications director Gemma Jennings said: “Christmas Tree World needed a clever, budget-maximising solution for both creative content production and media activation. The creative execution needed to set the tone for the brand’s positioning, filled with nostalgia, warmth and joy in its brand awareness and designed to inspire and invite consumers to discover and generate curiosity around the brand through memorable and relatable storytelling.”

Ben Wightman, head of marketing at Christmas Tree World, said: “Mosquito made the process of creating a TV ad very easy. We loved their enthusiasm for the project and they expertly managed every stage from idea to production. We were delighted with how well our brand was communicated in the ad, and the performance stats showed our audience liked it too.”

Christmas Tree World remains a long-standing client of the CTI Group, which provides ongoing e-commerce, CRO and hosting support after previously helping the brand with a complex website migration.

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