The Holidays are a time for magic and mystery. A man with a belly and white beard can fit in a chimney and 500 pound reindeer are known to levitate, so why can’t a 6’2” elf be stationed at Colonial Brookwood Village?
In 2008, Big first introduced Woody the Elf when we created a TV campaign – Find Your Elf in the Village – showing him enjoying all the shopping and dining CBV had to offer. This television spot consisted of still photography acting as a slideshow of Woody’s trip to the mall.

Evolving a creative concept to span multiple years can be a great way to retain brand awareness, but it is challenging to keep fresh. So in 2009, we took that challenge headfirst and brought Woody to life within Brookwood Village. Using an actor, a 1950’s plastic elf head, and a team of talented special affects artists, Big gave Woody full realism and range of motion within the mall itself. By reinvigorating the look and feel of the previous campaign, we added excitement to the holiday shopping season and campaign.

It was important to us that Woody Elfman was more than a TV star – we wanted him to be able to interact with potential shoppers. In order to do so we created a blog on the campaign microsite as well as a facebook page and twitter account. Woody’s social media presence received hundreds of friends and followers respectively. He routinely posted sales, coupons and general holiday cheer.

The microsite contained a ‘Which Elf Are You?’ quiz, along with store listings, Santa’s hours and Woody’s personal blog.

Success

The 2010 ‘Find Your Elf’ Campaign won multiple Addys including a Gold for Animation or Special Effects and a Silver for Interactive Media/Micro Site.

Woody’s microsite received over 4,000 webpage views in under 2 months along with hundreds of social media contacts.