24 Days of Merry Moments Campaign: Engage, Win, and Give Back this December!
"Join our 24 Days of Merry Moments campaign this December for a chance to win daily prizes and a grand prize of $10,000! Simply spend $20 in-center, engage with our online advent calendar, and contribute to local charities. Participating retailers will receive marketing support to drive campaign awareness and customer engagement."
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24 DAYS OF MERRY MOMENTS Marketing Information Pack 1
Campaign Overview This December, we are inviting our customers (16 years and over) to participate in an exciting campaign in the lead up to Christmas. 24 Days of Merry Moments is an online interactive spend and win campaign think online advent calendar. Customers have the chance to win daily prizes and go in the major prize draw, where one lucky winner will receive $10,000. For every entry received, $1 will be donated to the centre s nominated local charity/charities. The campaign is aimed at driving centre sales and traffic, encouraging repeat visitation and database acquisition. 2
Campaign Objectives Key campaign objectives for 24 Days of Merry Moments are; Drive centre traffic Drive centre sales Database acquisition Encourage repeat visitations to the centre Drive social media reach and engagement Engage with our customers in a fun and interactive way Give back to our local community 3
Campaign Entry Mechanics Customer spends $20 in-centre (either in one purchase or multiple purchases) between 1 December and 24 December 2021, to be eligible to enter To enter, customer accesses 24 Days of Merry Moments microsite via QR code or URL and selects their state and shopping centre Customer then enters their details and purchase amount(s) Qualifying spend can be made of up to a maximum of four (4) purchases, however all purchases must be made on one day Customer receives confirmation if they are an instant winner or not and is automatically included in major prize draw Customer can enter multiple times but only once per day For every entry received, $1 will be donated to your nominated local charity/charities 4
Retailer Participation Marketing Manager to distribute Retailer Pack to participating retailers by Monday 15 November 2021 Retailer Pack provides full overview of campaign Marketing Manager to provide participating retailers with point of sale material and the Digital Gift Card Redemption Process FAQ/Troubleshooting Guide by Tuesday 30 November 2021 - POS will assist in highlighting the campaign and the digital gift card troubleshooting guide will assist with any gift card redemption issues a customer may have Marketing Manager to provide participating retailers with prepared campaign social tile and content by Tuesday 30 November 2021, for them to share on their social channels Retailers are to be encouraged to talk to their customers about the campaign, to drive spend 5
Prizes, Prize Redemptions and Terms and Conditions Daily Prize Draws Daily prizes will be awarded as per your nominated prize list Compco will draw daily winners randomly and winners will be notified via email Major Prize Draw Major prize draw will take place at 10.00am on 6 January 2022, conducted by Anisimoff Legal First valid entry drawn will win $10,000, in the form of an electronic funds transfer into the winner s nominated account Prize Redemptions Daily prize winners will collect their prizes via your nominated method (ie. Centre Management, store, courtesy desk etc.) Marketing Manager is to keep a gift card log/prize redemption list for all prize winners Digital/physical gift card trouble shooting is outlined on Page 14 of this pack Terms and Conditions Full terms and conditions apply link to Ts & Cs is available on Page 17 6
Advertising - Overview 24 Days of Merry Moments will be advertised via; In-centre campaign will be promoted via mall signage and centre directory boards Website - campaign will be highlighted on the What's On page of the centre website, with a link to the competition microsite Latitude is coordinating the What's On article for each centre, which is scheduled to go live on 1 December 2021 Social - (include blurb AKQA social plan) E-newsletters eDMs will be distributed to centre database customers, to encourage participation eDM copy is available on Page 17 for each Marketing Manager to construct eDM templates and send on 1 December 2021, 10 December 2021 and 20 December 2021 7
Advertising In centre 30 x 40 Posters Poster artwork was provided on 19 October 2021 Marketing Manager is to arrange printing and placement by 1 December 2021 Abuzz Directories Campaign creative was provided on 19 October 2021 Marketing Manager is to arrange for artwork to be uploaded onto your Abuzz Directory by 1 December 2021 Decals Decal artwork was provided on 19 October 2021 Marketing Manager is to arrange printing and placement by 1 December 2021 All campaign material is to be displayed in-centre from 1 December until 24 December 2021. 8
Advertising - Website Centre website Website creative was provided on 19 October 2021 Latitude is coordinating the campaign What's On article for each centre Website What's On article will go live on 1 December 2021 Each centre can localise What's On content if required 9
Advertising - Social The centre s social platform(s) will be utilized to promote 24 Days of Merry Moments The social media strategy will include geo-targeted, boosted and paid advertising (include social plan) 10
Advertising - eDMs EDM creative was provided on 19 October 2021 Marketing Manager is responsible for managing/scheduling your centre's 24 Days of Merry Moments eDMs There will be a three-phase approach to campaign eDMs an eDM is to be sent your database at the start, middle and end of the campaign eDM copy is available on Page 17 for each Marketing Manager to construct eDM templates and send on 1 December 2021, 10 December 2021 and 20 December 2021 11
How Retailers participate Retailer point of sale material and Digital Gift Card Redemption FAQ/Troubleshooting Guide is to be delivered to participating retailers on 30 November 2021 Participating retailers are to display the 24 Days of Merry Moments point of sale material from 1 December to 24 December 2021 Marketing Manager to encourage retailers to talk to their customers about the campaign, to drive spend 12
Local Charity component For every entry received in 24 Days of Merry Moments, $1.00 will be donated to your nominated charity organisation Marketing Manager is to contact nominated local charity by 15 November 2021, to provide overview of campaign and Charity One-pager document Local charity is to provide their ABN, BSB and A/C details to Marketing Manager by 19 November 2021 Local Charity One-pager document is available on Page 17 13
Trouble shooting Microsite XXX Digital Gift Cards A Digital Gift Card Redemption Process FAQ /Troubleshooting Guide is available to download and provide to retailers Link is available on Page 17 iPad (only for centres running with in-centre kiosk) XXX 14
Key Contacts Gabbie Bowman gabbie.bowman@ap.jll.com Tara-Lee Brown taralee.brown@ap.jll.com AKQA - Compco - WINK - 15
Reporting The following reports and platforms will assist you in completing an evaluation, post campaign; Retail Sales Analysis (in Vision) after 16 January, print off December RSA to obtain specialty sales results and comparison to previous year Skyfii access the platform to obtain analytics such as dwell zones, busiest time, busiest day, dwell time Campaign Monitor review your individual eDM campaign report to obtain open and click through data People Counter platform access your people counter platform to obtain weekly customer traffic results AKQA campaign analytics will be forwarded to Gabbie/Tara-Lee post campaign, who will then share with the wider team Compco campaign analytics will be forwarded to Gabbie/Tara-Lee post campaign, who will then share with the wider team 16
Summary Competition commences 9.00am on 1 December 2021 and closes 11.59pm on 24 December 2021 To be eligible to enter, a customer must spend $20 in-centre (either in one purchase or multiple) during promotion period Customer enters their details and purchase amount(s) online via microsite Qualifying spend can be made of up to a maximum of four (4) purchases, however all purchases must be made on one day Customer can enter multiple times but only once per day There will be daily prize draws and the $10,000 major prize draw will take place on 6 January 2022 Full Terms and Conditions available HERE (insert link) eDM copy available HERE (insert link) Local Charity One-pager available HERE (insert link) Campaign creative available HERE (insert link) Retailer Social Tile/Copy available HERE (insert link) Digital Gift Card Redemption Process FAQ/Troubleshooting Guide available HERE (insert link) Thank you for your supporting our 24 Days of Merry Moments campaign and we look forward to a very successful December sales period. Should you have any queries regarding our Christmas campaign, please do not hesitate to reach out. 17
