06 December 2017   

5 min read
Stockland invites Australians to share some unexpected joy.

It’s beginning to look a lot like Christmas with Stockland unveiling this year’s content-led Christmas campaign ‘Share some unexpected joy’ across 40 national and social owned media channels to an audience of more than 350,000.

The November launch of the campaign helped to boost Stockland’s one-day Super Sale on Saturday 25 November, which sparked Christmas sales and saw a 1.9% increase in total traffic and a 1.2% in comparable traffic from last year’s Super Sale. This year’s sale was bigger and better with more than 803 retailer offers and discounts, a 21% increase on last year.

Ben Allen, General Manager Marketing said: “Our campaign brings to life the happiness of the season when it’s shared with others. We believe Christmas is a time when everyone should have a place - a place to laugh, a place to celebrate, a place to share a meal. But it all starts with a place to sit.

“We hope this heart-warming campaign will bring to the fore the importance of connecting with others at this time of year and encourage our customers to share some unexpected joy in their own life, no matter how small."

Stockland expects the emotive content-led campaign to build on the success of last year’s award-winning campaign ‘Unwrap Christmas’, which turned the tables on conventional Christmas marketing with a user-generated campaign that asked customers to define what Christmas meant to them.

Eliza Hodgson, Retail Campaign Manager said “With over 420,000 customers visiting a Stockland shopping centre every day, we see Christmas as an opportunity to help make this season brighter for everyone. We want to connect with our customers and to allow them to connect with others in their community. We truly hope this year’s campaign will inspire people to find a way to share some of their own joy this Christmas.”

The campaign will be supported by social, digital, print, radio and in-centre display advertising and will evolve over the coming weeks with a series of multi-channel touch points.

All 40 Stockland shopping centres will share the joy by partnering with local organisations to connect customers with community events in their area, which they can attend or volunteer their time to help others enjoy a more social Christmas.

To spread joy even further, Stockland has partnered with Mission Australia for customers wishing to donate to help give families a safe and secure home this Christmas. Stockland has committed $25,000 to the Mission Australia Christmas Appeal.

Last year Stockland’s ‘Unwrap Christmas’ campaign won best multi centre digital campaign in the Shopping Centre Council of Australia Marketing awards. Stockland’s Mother’s Day #mygiftformum campaign also won best multi centre sales.

Eliza said: “Last year’s Christmas campaign was all about unwrapping and showcasing the beautiful and different ways we all celebrate Christmas across Australia, and then highlighting and celebrating these stories through a user generated campaign aligned to our purpose and strategy. The campaign involved many people across the marketing team who pulled together to deliver a great result.”

Facebook and YouTube video reach was over 1.1 million views and 86% of centres either achieved or exceeded category sales objectives. In a crowded space, our ‘Unwrap Christmas’ campaign successfully achieved its objectives and was the most consumed campaign in Stockland’s history.

Stockland’s award-winning #mygiftformum Mother’s Day campaign was a customer experience campaign that put a creative spin on the traditional gift giving guide by letting our customers choose which products would be in the Mother’s Day Gift Guide.

If you would like your product featured as part of our Christmas campaign please contact nationalretailmarketing@stockland.com.au

Watch the ‘Share Some Unexpected Joy’ video below.