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Emerald Square: Christmas Campaign
Project type
In -centre Activation | Event
Role
Campaign Lead – Concept Development, Event Coordination, Creative Assets, Social Media & Centre Promotion
Location
Burwood, Australia
Concept
Christmas is one of the busiest retail periods of the year, making it an important time to attract visitors and support tenants. The campaign was designed as a three-week festive activation that encouraged customers to spend within the centre while creating engaging experiences for families and the local community.
Execution
The campaign featured a range of interactive experiences designed to increase participation and dwell time. A 24/7 vending machine activation allowed customers to scan a QR code after making a purchase in-store and play a digital scratch-to-win game. Winners received a unique code that could be entered into the vending machine to redeem prizes.
To create a festive and welcoming atmosphere, additional activations included a DIY cap workshop for kids, a family-friendly fun zone with jumbo games such as Connect 4 and Jenga, and a resting lounge area for visitors. Roaming Santa photography was also introduced, creating memorable moments for families and encouraging social sharing.
Outcome
The three-week campaign successfully encouraged customers to shop within the centre while increasing engagement and dwell time. The combination of interactive activities and reward-based promotions created a festive environment that attracted families, supported tenant spending, and strengthened Emerald Square’s presence as a community-focused destination during the holiday season.
