In the Spotlight: NCP & Alvin and the Chipmunks

Christmas: a time for family, festive shopping and often parking. NCP understands how stressful parking can be during the busy Christmas period, and so they asked to us help them with a specific brief: to promote easier, more enjoyable parking for their customers. Here’s how we all got on.

The brief

In the past NCP have partnered with Fox Partners, for films such as Turbo and How to Train Your Dragon 2, with great success. This year, Fox asked if NCP could help out with the promotion of their upcoming Alvin and the Chipmunks film, Road Chip.

“We chose the Alvin film as it synch-ed with our illustrative brand look and feel, and the promotion period timed well with our busiest period pre-Christmas.” – NCP

NCP saw this partnership as the perfect opportunity to introduce a fun-factor into their Christmas campaign, which looked to encourage parkers to pre-book their Christmas parking. Overall, they hoped this move would make their customers’ lives just that little bit easier during the hectic festive period.

What we did

“There are many creative challenges to a campaign of this kind including working to strict creative guidelines, along with managing sign off lead times across offices for a global partner like Fox. – NCP

To help them achieve their campaign goal, we soon got to work designing and creating fun and informative marketing materials, which combined Chipmunks, Christmas and instructions on how to pre-book parking spaces. In fact, we loved working with Alvin and the Chipmunks, and before we knew it we’d produced:

  • online display banners – Road Chip anyone?
  • online merchandise
  • affiliate marketing
  • display screen advertising
  • posters, big outdoor banners, and barrier arms in car parks nationwide
  • promotional scratchcards – with big prizes!
  • and an email marketing strategy

The results

From the fun scratchcards, to the large outdoor banners positioned in car parks across the country, we successfully worked with NCP’s brief to create a range of consistent marketing material that both informed and entertained.

The campaign is still only at the early stage of its launch, but we are hoping for results that echo last year’s success with the Penguins of Madagascar.

We were incredibly pleased with the end results and, more importantly, so were NCP.

Alan, Senior Brand Marketing Manager at NCP, said

“RAWWW picked up the requirements of the brief capably, proposing new recommendations over and above what was initially outlined. A high-speed turnaround to meet deadlines was key to keeping our partner happy, along with adherence to asset usage guidelines. RAWWW delivered this with great customer service and energy, even when the project required late notice deliverables.”

We love a cute campaign, and this definitely ticked all of the boxes. If you don’t want to miss out on our Chipmunk chums, make sure you keep your eyes peeled next time you’re in a NCP car park.

If you want help with your cute/not so cute campaign, or just want to learn more about what we can do for your business, get in touch. Until then, we hope you have a very merry Christmas, from all of us, NCP and Alvin and the Chipmunks.