Festive Season of Generosity

Broadway on the Mall wanted to create a 2010 Christmas retail campaign like nothing they have done before. map creative suggested two ideas to gain two outcomes. The first idea was to extend the length of the campaign over three months by calling it a Festive Season campaign that incorporated Christmas, New Years and Australia Day. The second was for Broadway to play Santa and giveaway heaps of gifts to their customers, just for spending over $20 in one transaction. The outcomes were to increase Broadway’s email database and to increase retail traffic in a competitive market.

map creative instigated a relationship with Nissan who were looking at alternate means to promote the new Nissan Micra, launching in late November 2010.  This resulted in over $30,000 worth of prizes given away through weekly draws, including weekend getaways, jewellery, home entertainment packs, VIP CBD carparks, and Broadway spending money. The success of the campaign was immediate.

Media: Print, Outdoor, Digital, Point-of-Sale, Direct Mail