Vicinity Centres And Sapientnitro Melbourne Create A New Way To ‘Swipe’ For The Perfect Gift
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 comment
einsightsLatest News
Seven Execs On Seven’s Financial State, COVID Learnings, Housing Three Singing Shows & That Cricket Debacle
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 […]
Cameron Smith & Dustin Martin Named NRL & AFL’s Most Marketable Players
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 […]
How CHE Proximity And AWS Leveraged Data To Bring The Women’s T20 World Cup To Life
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 […]
Val Morgan Outdoor Promotes Kristie Barnfather & Alex Anthony To Leadership Positions
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 […]
Virtual Working Preferred, But Real-Life Socialising Favoured: Are Media Survey
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%) […]
This Is Flow Wins TPG Telecom’s Felix Mobile
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 […]
How Retail Marketers Can Prepare For The November Sales Season
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 Christmas Fundraising Appeal Urges Community To Support Hidden Homeless
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 […]
Seven’s Upfronts: No More Plate Of Origin Or Pooch Perfect, The Olympics Is A Go, Plus An Enhanced Data Play!
It's your complete guide to Seven's Upfront; as CEO James Warburton announces new alloys & double muffler for his Audi.
Women’s Agenda To Launch New Women’s Health News Hub
A Women’s Health News Hub launches & reportedly won't be carry articles relating to the prostate or testicular health.
“Deeply Flawed”: Google Responds To DOJ Lawsuit
Google labels the DOJ lawsuit "deeply flawed". Surely, adding in "you bastards" too would've given it even more oomph.
People Are Calling This The Greatest McDonald’s Ad Ever!
B&T's labelled this "the greatest Macca's ad ever". And that's quite a call given Hamburglar, Grimace & Mayor McCheese.
Omnicom Agencies Move Beyond The Binary To Mark International Pronouns Day
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 […]
“She Sacked Me!”: Roxy Jacenko Reveals SAS Australia Ended Her Relationship With Candice Warner
Sure, B&T's year-long investigation into the poo jogger may be on hold, but we're still first with all your Roxy news.
How 2020’s Black Friday Will Be Like No Other
If there was ever a time to buy more shit you don't really need (airport duty frees aside) it's gotta be Black Friday.
Each Of Us Must Contribute Beyond Our Own Patch, Says Women in Media’s Bobbi Mahlab
If there's a "wise owl" in media it's Bobbi Mahlab. That's not to suggest she's a solitary, nocturnal bird of prey.
M&C Saatchi Promotes ECD Duo To Creative Directors To Lead Tourism Australia Business
There's a lot more to an Aussie tourist ad than just Uluru, the Barrier Reef & the Opera House. Not much more, however.
High-Profile US Journo Busted Masturbating On Zoom Call With Colleagues
If there's an indiscretion guaranteed to go viral in a nanosecond it has to be "masturbation", "Zoom call","colleagues".
Indie Agency Channel T launches Brand Campaign For Liquor Retailer Cellarbrations
Bottle shop ads are much like toilet paper or toothpaste ads, we'd still buy the stuff regardless if they advertised.
Lions Live Set To Launch Second Young Lions Live Award Brief
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 […]
Tuesday TV Wrap: SAS Knifes The Block, As Seven & Nine Share Rare Dead Heat
SAS proves that having lived in the street to a cousin of a D-grade celebrity is enough to get you on a reality TV show.
Are Australian Brands Missing A Subscription Opportunity?
This expert says there are top lessons in Walmart's subscription model. And not just its batshit crazy customers either.
Mindshare Boss Nick Emery “Filmed Himself With His Bottom Out” Prior To Sacking
Nick Emery's conduct has been labelled "inappropriate & offensive", but as you'll read here, it's also riotously funny.
HT&E Appoints Angela Ewers As New Chief People Officer
HT&E announces chief people officer who's job description doesn't include lifelike sex dolls or any other non-people.
Is Christmas Cancelled? Research Reveals Aussies Plan To Spend Less This Festive Season
On the upside, cancelling Xmas is top news for turkeys. On the downside, it's bad news for drunken sex with a colleague.
Russian Successfully Meddles In The New Zealand Election In Hilarious Campaign Via The Sweetshop
In what could arguably be the first time in B&T's publishing history, we're bringing you a "hilarious" election ad.
Pause Fest To Return In 2021 As Online Event
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 […]
Nine Director Of News Darren Wick Charged With Drink-Driving, Blowing Over Four Times The Legal Limit
In news that will shock absolutely no one, someone in the media industry has been revealed as having an alcohol problem.
Shutterstock Adds Editorial Video Service
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 […]
Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020
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 […]
