The Scentre Group (Westfield) came to Inck looking for a way to incentivise kids and families to have their photo taken in-store with Santa. With over 400m visitors annually across the Westfield Centres, they were looking for a low-cost item with fast delivery that would appeal to their customers during their busiest, peak period.
Inck were tasked to create a GWP (gift with purchase) with a high perceived value, that would stand out from the usual branded reindeer ears or Santa hat. The giveaway needed to be gender neutral, suitable for children 3 years+ and ideally have an interactive or ‘playful’ element to them. The demographic meant quality, safety and compliance were all critical requirements and the allocated budget was 0.80c -$1 per item.
The “Create Your Own Xmas Bauble” campaign hit Westfield Centres nationally on the first weekend of November 2016 and ran through the key selling period leading up to Xmas. The customised bauble had a chalkboard surface, came with 3 pieces of coloured chalk and was presented in a bright red (and un-mistakenly Westfield) Gift Box. The activation was a big success, sales results exceeded expectations with a revenue increase of over 5% yr-on-yr and a 12% participation increase rate by the centres. And much like Santa, Inck didn’t let Typhoon Meranti’s destruction of 160,000 of the gift boxes ruin Christmas. The giveaway was delivered on time, under budget and resulted in Inck receiving an APPA award in the GWP (gift with purchase) category.
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