Woolworths Make Moviegoers Famous

Woolworths Make Moviegoers Famous

With every family having a tradition at Christmas, a production crew recently captured personal perspectives of an Australian Christmas by asking moviegoers to share what they are famous for at Christmas time.

Benita Chantharath
Posted by Benita Chantharath

Woolworths partnered with Val Morgan to create an unscripted extension to their “Make it Famous” Christmas campaign.

To the delight of the unsuspecting audience, their appearance on camera was integrated into the Woolworths cinema commercial, which appeared on screen just moments later. The commercial is now appearing nationally on cinema as part of the Woolworths Christmas campaign.

The idea was enthusiastically received by moviegoers, with personal stories recounted about pavlova’s, salsa dancing, bad presents, girlfriend’s hams, ginger bread houses, fruit salads and much more.

To complete the activation when leaving the cinema participating moviegoers were presented with gift hampers individually personalised to their own Christmas traditions sourced from the local Woolworths store during the movie.

The unique activation is being amplified across digital and social channels.

Clare Whiteman, Val Morgan Strategy Manager said, “The response from moviegoers was fantastic. Cinema is the original social media, everyone shares their experience at the movies so it provided an ideal environment to both create the content itself and provide a springboard for the digital campaign.”

The activation concept was developed and implemented by Val Morgan’s strategic division Brandfit.