Forrest Chase ‘All I Want for Christmas’ promotion by Equilibrium wins Best Digital Initiative at national shopping centre awards

Equilibrium’s digital promotion, ‘All I Want for Christmas’ undertaken for Forrest Chase, was awarded Best Digital Initiative at the Shopping Centre Council of Australia Marketing Awards held in Sydney recently.

The eye-catching display combined a hashtag/social platform with a real time competition and onsite activity, showcasing the posts in real time to passing foot traffic.

Objectives of the promotion were to drive retail sales, increase social media engagement and attract passing foot traffic from the Murray Street Mall.

The promotion, one of Perth’s first crowd-shaped retail Christmas campaigns, was driven by an innovative social media mechanic allowing passing shoppers to photograph what they would like for Christmas and share it for a chance to win it. The campaign leveraged the fact that individual social circles often share similar likes and tastes and so the ‘user generated gift ideas’ are well targeted.

The hashtags were aggregated live on a special campaign site – alliwantFC.com – scrolling and updating in real time, and also through a live mega-screen positioned in the Murray Street Mall.

The display effectively pushed gift ideas straight out into the mall on an ongoing basis,” said Digital Director, Stephen Dodge. “We are thrilled to have had this promotion recognised at a national level, and acknowledge the foresight of Helena Wallis, at Forrest Chase, for fully supporting this innovative approach.”

The win is the second major award in the past 12 months for Equilibrium, having won ‘Best Website in Australia’ at the 2013 Australian Web Awards.