ClinkClink support Waitrose on 'Donate your Voice' Christmas Campaign
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."