Positioning The Shard as THE Beacon for Modern London.
Christmas carols. Universal love, festive magic. And with adult sing-alongs trending, the joy of a good carol was hitting all the right notes.
Clever Work. Works.
98
pieces of coverage
+140m
Reach
BBC broadcast
Switch On feature
CLEVER WORKS.
We elevated The Shard’s ‘Switch On’ experience, literally: with a choir 78 floors up and 867 feet in the sky! Turning a routine event into a sky-high media-worthy spectacle.
Our media strategy hit a three-part harmony: first, announcing the high-flying date to build buzz; then, a show-stopping picture of Gareth Malone OBE conducting the choir in the clouds, followed by a dazzling light display via a BBC exclusive, cementing The Shard as London’s shining star as the lights danced to the UK’s all-time favourite carol, ‘We Wish You a Merry Christmas’.
We kept the festive glow going with carol-inspired cocktails. And crucially, we turned Londoners into our unofficial paparazzi – sparking user-generated content revealing the top 10 viewing spots (mapped online!).
