Habitat wanted to raise awareness of its range of Christmas decorations. The onus was on engagement with our mass market audience. The challenge was achieving share-of-shout at a time when the world’s retailers are competing for airtime, each one bigger than the last…

We started with our audience of young families, and uncovered that as delightful as Christmas is, it can pose a whole host of pitfalls. Not least, the endless hazards that only toddlers (and pets!) can encounter when it comes to something as simple as the festive decorations. Our response was to repurpose Habitat’s half-tree, and launch it as a child-proof solution. We captured some great imagery and got it out there (as early as possible to gain ground on the Christmas noise).

Our humble tree quickly became the second most searched product on Habitat’s website and sales saw an uplift of over 41%. We secured 41 pieces of coverage, including 11 nationals (print and online) in the likes The Daily Telegraph (on three separate occasions), The Sun, Daily Mail and Metro.co.uk. Not only this, we inspired a whole other conversation around parasol trees, with Google Trends searches for ‘Half Christmas Trees’ spiking in the week of launch.