Stockland’s new campaign invites Australians to give a little Christmas via CX agency Lavender
Stockland has launched its 2018 Christmas campaign via CX agency Lavender across its national social and owned media channels to an audience of over 450,000 people.
The emotive content-led campaign, titled ‘Give a Little Christmas’, celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer.
Says Ben Allen, general manager marketing, Stockland: “At Stockland, we believe Christmas is a special time for friends and families, but also for whole communities to come together. The insight that drove this year’s campaign was that while there is often a lot of preparation that goes into making a wonderful Christmas day, some of the little magic moments can come from unexpected gifts or thoughtful actions from the people around us.
“We wanted to start a community movement by gently encouraging our customers to spread their Christmas spirit a little wider this year by surprising someone during the holidays. Whether it’s helping your neighbour with their lights, extending your Christmas lunch guest-list or baking enough pudding for the whole street, December is about those little acts of unexpected kindness that really bring everyone closer.
“Stockland is committed to delivering community, convenient and curated retail town centres that will stand the test of time. We hope that this heart-warming campaign will bring to the forefront the importance of connecting with others at this time of year and reminds viewers that it is the meaningful moments we share with family, friends and our community that makes Christmas so special.”
For customers who might be moved to ‘give a little Christmas’ and include someone unexpected on their shopping list, Stockland has a variety of gift ideas listed on their website. Customers can view the gift guide here: www.stockland.com.au/christmas.
To spread joy even further, Stockland has partnered with the Foundation for Rural and Regional Renewal to improve the lives of those living in rural, regional and remote Australia. In the spirit of the season, the Stockland CARE Foundation has committed $50,000 to the charitable organisation as part of the company’s annual Christmas eCard campaign for the holiday season.
Says Allen: “With over 420,000 customers visiting a Stockland shopping centre every day, we see Christmas as an opportunity to inspire moments of kindness and generosity within our communities. We truly hope this year’s campaign will remind our customers to cherish one another and enjoy all the memorable moments the season has to offer.”
The ‘Give a Little Christmas campaign was directed by Australian director Tristan Houghton.
The film revolves around a young family who move into a tight-knit neighbourhood during the Christmas season. Off the back of their arrival, a series of pay it forward moments ensue. One thoughtful anonymous gift arrives on the doorstep of a home and this triggers a ripple effect.
From the ‘Best chef in the neighbourhood’ to the ‘Best dog in the neighbourhood’, a member of each household receives an intimate gift that highlights just how close communities can be.
This series of gift-it-forward moments culminates in the home of the newly arrived family. After a mysterious knock on the door, the family receive the most meaningful gift of all -an invitation to join their neighbours in their long standing Christmas tradition.
The video offers a reflection on what matters most at this magical time of year, inspiring viewers to consider whose lives they can brighten and inviting them to ‘Give a little Christmas’ and think about the people in their life they can surprise with random gifts of kindness.
This is the third year that Stockland has taken a content-led approach at Christmas, building upon the success of last year’s award winning campaign ‘Share Some Unexpected Joy’ and the previous year’s award winning ‘Unwrap Christmas’ campaign.
This year’s 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.
Creative agency: CX agency Lavender
Creative Production: Taxi Film Production
Director: Tristan Houghton
Production agency: Wellcom Worldwide
Media agency: Ikon Communication
13 Comments
well that was 1 minute too long and very repetitive. ever heard of the rule of 3? I thought Lavender was supposed to be a CX agency not a content agency.
We are all amazed Lavender is still open, followed The Works into CX land, neither actually in real CX world, both doing bland ad work. No mystery.
I think the sentiment is really quite lovely. I actually really like it. I don’t think it deserves the negative comments above. I think we, as an industry, need to stop dissing the work of non-traditional agencies just for the sake of it. ‘Real’ ad agencies have done a lot worse.
How exactly is this content other than the fact it’s on YouTube and not a TV spot? It looks, tastes and smells like an ad. If that’s what they were going for, fine – just don’t call it content.
If what they were going for was a short film that audiences would engage with for its own sake, they missed the mark by quite a ways IMO.
The gift guide they linked to isn’t content either – that’s basically a product filter with some different language. There is a blog article about hosting bloc parties, but it’s pretty thin – is that the content part of all this???
I’m confused.
Fell asleep halfway
What is with the line in the blurb…
The ‘Give a Little Christmas campaign was directed by Australian director Tristan Houghton.
Is that because there were so many international names were lining up to make this?
So laboured. So repudiative and so boring. Sorry.
Since Lavendar are a CX agency, I guess they preach that they put the customer at the heart of their thinking and ideas.
So as a customer, here is my feedback
I spew/cried as I watched this.
That was before I fell asleep.
Also props to the diversity shown in this ad.
Very representative of suburban Australia.
LOL
If you call it content, you can get away with making it for a fraction of the cost it should be!
We are all entitled to a POV. It is a great shame, however, for comments to metamorphosise into punching bags time and time again. Review-after-review is assembled with such venom.
The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly; who errs and comes short again and again; because there is not effort without error and shortcomings; but who does actually strive to do the deed; who knows the great enthusiasm, the great devotion, who spends himself in a worthy cause…
A humble challenge from one experienced professional to another. Review and provide commentary with your name and position alongside. Consider all possibilities, and give credibility to your reviews. Continuing this agency-to-agency assault is an injustice to our work and to the linage of our agencies. Rise to the challenge colleagues. Rise.
Dear Anonymous names with anonymous views,
Don’t you think it would be wise to give credit when quoting someone else’s words or a famous speech?
Failing to do so, might leave folks to think those words are you own.
Don’t blame me!
Do you think a bit of anonymous banter does more damage to our industry than say poor creative?
Which one, do you think, does more to harm a marketing budget?
Which one, leaves beancounters wondering where their money has gone?
Which one would lead a marketing team to decide whether to use a creative agency or a CX agency for their next campaign.
Yep, thought so.
And unfortunately, good comment or bad, we can’t all put our names and positions on the posts as we are working for organisations that prevent us from making comments that can be seen to represent the views of the organisation we work for.
We would be risking our job.
Unless of course we are say Sean Cummins, and can say whatever the hell we like.
The sentiment works for me. Extending a welcoming hand to a new neighbour is quite nice. Community centric Everyone does the giving angle. It’s a nice alternative, feels Australian. A bit different in a sea of sameness. Well done to Lavender