Christmas shopping isn’t much fun, the opposite is more likely to be true. All the rushing and the crowds make the experience stressful. It’s all the more so when you realise that this year you have to buy a present for a sister-in-law you didn’t have last year.
Our Christmas campaign assignment for Polus set us the task of offering people an interesting benefit so that Polus would be their choice for Christmas shopping and they could get as much of it done at Polus as possible, or to motivate them to buy more than they planned.
So, we came up with a Christmas Wheel of Fortune. An entertainment activity rewarding Polus customers for their shopping. If you spend at least €70 in one day, you can spin the Wheel of Fortune at Polus to win one of the prizes, such as a €100 shopping voucher. Everyone spinning the wheel got a gift.
From then on, the campaign itself was easy – we only had to draw attention to it and give a simple description. We communicated with visuals for OOH and the online environment. We deployed city lights, put up adverts on a bus stop, created a radio advert as part of our long-term concept of two female friends and expanded the whole communication to social networks, including mini-competitions.
The campaign achieved great success just halfway through it. So great, in fact, that we had to print additional vouchers as the previous ones had simply run out.