image for ClinkClink support Waitrose on 'Donate your Voice' Christmas Campaign

ClinkClink support Waitrose on 'Donate your Voice' Christmas Campaign

Published on Monday, 10th November 2014
Brand Experience Agency ClinkClink teamed up again with Fuse Sports + Entertainment to deliver a special brand activation for Waitrose.

Brand Experience Agency ClinkClink teamed up again with Fuse Sports + Entertainment to deliver a special brand activation for Waitrose.

In the retailers move to do something a little bit different for Christmas Waitrose launched the ‘Donate Your Voice’ campaign which encouraged the public to create a huge virtual choir singing Dolly Parton’s “Try”.

Not only could people record themselves singing the song on the dedicated website but the ClinkClink and Fuse teams worked together to create a physical representation of the online experience to boost awareness of the promotion.

The nine by five-and-half-metre experiential space at London's Westfield Stratford shopping centre featured headphones, microphones and a mini professional recording studio. Professional singers and voice coaches were on-hand to provide expert tips to the amateur singers, who were asked to perform a rendition of the song by Dolly Parton.

The live recordings have been electronically mixed with online submissions to produce a final track. The resulting song is the background music for the hotly anticipated Christmas advert and is also being released as a single, with 100% of all profits donated by Waitrose to Great Ormond Street Hospital Children’s Charity, Age UK and The Trusell Trust.

Rupert Thomas, Waitrose’s marketing director, said: "We really hope Donate Your Voice will put the fun into fundraising for the festive season, especially with the growing popularity of people joining a choir. Not only will we be able to create a totally unique soundtrack which has never been produced for advertising in this way before, but the public will be raising much needed funds for three fantastic causes."