Watch: Birds of a feather flock together for Intu's Christmas campaign

Intu shopping centres has released its Christmas campaign, featuring a range of anthropomorphic, colourful puppet birds. Are you a peacock, owl or chicken?

The 45-second film sees puppeteers control the birds as they seek out the range of gifts on offer.



The FTSE 100 company, which has centres near London, Norwich and Derby, carried out research of its 35 million customers to arrive at the concept of its Christmas campaign.

It centres on the idea of shopper tribes’ characteristics and qualities displayed by a variety of bird species, which it hopes customers will relate to in terms of specific rituals or feelings about shopping.

Seven bird personas feature in the campaign, including a peacock representing the over-excited shopper, a wise owl who writes its shopping list in advance and a chicken to represent the last-minute panic shopper.
 
Roger Binks, Intu’s customer experience director, said: "Each persona has been fine-tuned through working with our shopper panel to make sure they resonated and people could identify with them."

Intu said Havas was working with the company to deliver a consumer-focussed PR campaign for its Christmas push. 

In addition to the film, which will air on television, Intu shopping centres will be used to extend the ideas in the campaign, while Intu’s in-house team will amplify it via social media. 

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