The Christmas shopping season is highly anticipated, but it seems to fly by every year. It is the time of year when marketers are shooting in every direction to get the attention of consumers. We needed Kildonan Place Shopping Centre’s holiday messages and media to connect with a feeling that consumers are already having – that the holidays are going to be here before you know it – and encourage customers not to leave everything to the last minute. Our goal was to drive traffic into the shopping centre over the holidays.
We created the KP Holiday Countdown – a fully integrated campaign gently reminding customers to get ready for the holidays, and telling them exactly how much time they had left (to the second).
We used traditional media with an advent style billboard, closed captioning sponsorship, and a radio campaign that updated daily. We also integrated our messaging with on-air reads of the “official KP Countdown Clock.” Online, we created a Facebook app that enabled people to keep track of the days, as well as a countdown clock on various media sites, and allowed users to integrate the clock into their own blog or website.
The KP Holiday Countdown campaign was launched with a giant projection of the countdown clock that utilized the wall space on the exterior of the mall, and remained there for the entire run of the campaign. The magical countdown clock seemed to come from inside the walls of the mall, keeping track of the time to the second. Another animated clock was inside the mall across from Santa himself. These clocks were more than just a countdown: KP has a great social media customer base, and to reward these loyal patrons we enabled them to send personal holiday greetings through the KP Facebook and Twitter pages. These messages were then integrated into the countdown clocks, spreading them not only on the Facebook page, but in a tangible form as well, for all to see. The greetings also pulled more people to our social media platforms.
Our countdown clocks were well received by our customers as well as media partners. The on-air reads of the clocks became a conversation point for the announcers, and it seemed no one could forget how much time they had left to do their holiday shopping (even our Facebook profile pic became a countdown). This projection was the first of its kind in the city and was seen by all who traveled near the area.
The launch of our own Free Santa campaign in 2009 blew away customer traffic numbers that year, yet we still managed to have an increase of 10,785 this holiday season. The holiday season can be crazy, but we hope that at least a few of our customers didn’t leave everything until the last minute.