Vicinity Centres and SapientNitro Melbourne have come up with an innovative solution to the challenge of finding the perfect gift this Christmas.
It’s called ‘GiftR’ and designed as a fun and interactive digital experience that matches presents with the personality of the person receiving the gift.
Launched this week, the campaign titled ‘GiftR – swipe for the perfect gift’ is designed as a tool for those who enjoy scouting online for the latest and greatest products available. Located on shopping centres’ homepages, ‘GiftR’ asks a series of interest based questions and users can swipe right or left to answer.
The final result is a selection of gift options available at the specific shopping centre, that are based on personality, rather than age or price.
Although Vicinity Centres see a very high volume of traffic to its websites during the Christmas period, the relationship was one way, with customers mostly looking for opening hours and store listings. SapientNitro was tasked with finding a process to add value and relevance for people visiting the site in a fun and creative way, with the goal of helping customers uncover what can be found in the centre.
Vicinity Centres marketing strategy director Nicole Imberger said, “We’re very excited to bring ‘GiftR’ to our customers as it includes over 70 participating retailers with almost 1,000 Christmas gift ideas.”
The new ‘GiftR’ experience is designed to be used on a desktop computer and handheld devices.
“We believe ‘GiftR’ is a fun, emotive and interactive way to put our retailers’ products in front of our customers from any mobile device. This new approach to gifting will help new and existing customers uncover what’s on offer in our centres, and inspire more shopping visits,” Nicole said.
What makes ‘GiftR’ unique is that instead of filtering the results based on cost, age or shop, a complex algorithm determines personality characteristics and used that to select relevant gifts.
SapientNitro associate creative director Chris Shoolman added, “It’s great being able to use the latest technology to find gifts for your loved ones this Christmas, but it has to be a user friendly experience. ‘GiftR’ is a perfect example of placing the consumer at the heart of the experience and delivering real value in a simple, fun and interactive way.”
‘GiftR’ also includes an incentivised sharing component, in which Vicinity Centres donates $1 to charity The Smith Family, each time a customer shares the ‘GiftR’ tool on Facebook or Twitter.
An example of the ‘GiftR’ technology being used at The Glen Shopping Centre can be seen at http://www.theglen.com.au/campaign/giftr
CREDITS FOR PROJECT
AGENCY – SAPIENTNITRO
Thomas Francis – Account Director
Chris Shoolman – Associate Creative Director
Fintan McGivern – Strategy Lead
Stefan Schroeder – Senior Experience Designer
Andy Athaide – Senior Account Executive
Anja Hoffman – Senior Designer
Jess Utting – Senior Art Director
Phon Vongdara – Copywriter
CLIENT – VICINITY CENTRES
Nicole Imberger – Marketing Strategy Director
Anna Kismet – National Marketing Manager – Digital
Sarah-Jayne Lofthouse – Social Media Manager
Jane Webster – Senior Marketing Manager – Strategic Programs
DIGITAL DEVELOPER – OMNYFY
Please login with linkedin to commenteinsights
The year 2020 hit all the free-to-air networks hard, but perhaps none harder than Seven, a broadcaster who was already struggling to get its books out of the red. Even its chief executive James Warburton said at its virtual Upfronts on Wednesday COVID-19 hit Seven hardest, but by all accounts, the network’s key executives say […]
Grand Finalists Cameron Smith and Dustin Martin have topped Gemba’s NRL and AFL Gemba Asset Power Rankings for 2020, positioning them as the most marketable players in their respective leagues. The rankings are released today by Gemba, a leading sports and entertainment insights, strategy and communications agency. Topping the AFL Asset Power Rankings list are […]
It was labelled a ‘game changer’ for sport in Australia, more than 86,000 people piling into the MCG to watch Australia defeat India in the final of the ICC Women’s T20 World Cup. As well as making it the second-most attended women’s sporting event ever (falling just behind the 90,000+ crowd that watched the 1999 […]
In another step in the evolution of Val Morgan Outdoor (VMO), the NSW sales team has been consolidated into one team that now looks after all three business verticals – VMO Shop, VMO Active and VMO On-The-Go. To reflect the changes, VMO are proud to see two young team members progress into leadership positions. Both […]
The shift to virtual working looks here to stay, but when it comes to the annual Christmas party, Australian women are putting health concerns aside to mark the festive season in person, Are Media’s latest HerPulse 6.0 consumer sentiment survey has revealed. Despite restrictions easing in many states, more than a third of women (35%) […]
Sydney independent agency, This is Flow, has been appointed to handle all media strategy, planning and buying for Felix Mobile after a competitive pitch process. F elix is an exciting new brand born out of the newly merged TPG/Vodafone entity, TPG Telecom Limited. The merger of TPG and Vodafone in June this year created the […]
In this opinion piece, Shopify Plus APAC Director Shaun Broughton focuses on actions marketers can take to better understand their customer base and leverage learnings from success stories like Peter Sheppard and Aje during the pandemic on how to pivot and demonstrate agility in this fast-paced market… November is going to be one of the […]
Mission Australia’s new Christmas appeal highlights the pressures faced by Australia’s hidden homeless, people who are pushed into homelessness through no fault of their own, with a core message that every Australian should have a safe home. The fundraising campaign asks the community to donate to Mission Australia so the charity can support vulnerable individuals […]
Omnicom agencies are committing to move beyond the binary to mark International Pronouns Day as part of Open Pride, a global employee resource group committed to inclusion and diversity. As part of the initiative, Omnicom agencies, including DDB, PHD and Clemenger Group, have committed to ensuring all policies promote gender-inclusive language and have encouraged staff […]
As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]
Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]
Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]
Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]