Shopping Centre group Stockland has released an emotive campaign across its 40 national social and owned media channels via CX agency Lavender.
The ‘Share Some Unexpected Joy’ campaign tells the story of Lucy, a thoughtful Australian girl who recognises that just like her and her mother, some of their neighbours will be spending Christmas alone this year.
So, Lucy invites them to bring a dish and join them for Christmas dinner.
Opening on a note of loneliness, the video turns into a heart-warming tale of togetherness – a reflection on what matters most at this magical time of year: inspiring viewers to consider whose lives they can brighten by inviting them over for Christmas to share some unexpected joy.
The campaign will be supported by social, digital, print, radio and in-centre display advertising, and will evolve over the coming weeks with a series of multi-channel touch points.
Ben Allen, general manager of marketing at Stockland, said: “At Stockland, we believe Christmas is a time when everyone should have a place – a place to laugh, a place to celebrate, a place to share a meal. But it all starts with a place to sit.”
“Christmas is the season for togetherness but for many it is a lonely time, with over 500,000 Australians expected to spend Christmas alone this year.
“We hope this heart-warming campaign will bring to the fore the importance of connecting with others at this time of year and encourage our customers to share some unexpected joy in their own life, no matter how small.”
For customers who might be moved to invite an old friend, new neighbour or family member they haven’t seen in a while to their own Christmas table, Stockland has designed and printed 50,000 limited edition invitations available at its shopping centres across the country.
As a local extension to the campaign, all 40 Stockland shopping centres from as far north as Cairns in Queensland to as far west as Baldivis in Western Australia are working with local organisations to connect customers with community events in their area which they can attend, or volunteer their time to help others enjoy a more social Christmas.
To spread joy even further, Stockland has partnered with Mission Australia as an option for customers wishing to donate to help give families a safe and secure home this Christmas. Stockland has also committed $25,000 to the Mission Australia Christmas Appeal.
“With over 420,000 customers visiting a Stockland shopping centre every day, we see Christmas as an opportunity to help make this season brighter for everyone,” Allen said.
“We want to connect with our customers and to allow them to connect with others in their community. We truly hope this year’s campaign will inspire people to find a way to share some of their own joy this Christmas.”
Creative agency: Lavender
Creative production: Lavender and Eight
Production agency: Wellcom Worldwide
Media agency: Ikon Communications
Director: Jay Topping
Music composer: Maria Alfonsine