Unlimited’s Primedia Lifestyle team behind the marketing of the Chatsworth Centre in Durban, presented shoppers with a a life size 4m x 3.5m photographic snow globe where Santa Clause and his helpers were waiting to take a photo with shoppers, creating a unique and memorable experience.
Combined with a host of festive family activities in the centre, Primedia Lifestyle’s Christmas campaign yielded 3500 photos of shoppers and their families being snapped in the snow globe with Santa, while foot traffic increased by 7% compared to Christmas 2010 and turnover increased by 6%.
To accommodate additional shoppers flocking to the centre over the festive season, the Chatsworth Centre also extended its trading hours to enhance the shopping experience.
'The client requested that a totally new concept be introduced at the festive season that would set the Chatsworth Centre apart from competitors and surrounding malls. The snow globe was a huge hit and the supporting activities ensured that parents and their families had lots of good, clean holiday fun,' said Primedia Lifestyle’s MD Doug Mayne.
The team also provided an exciting and interactive entertainment line up for children, including Playstation and Nintendo Wii gaming, karaoke and dance mat competitions, arts and crafts, cooking classes, snake shows and movie screenings.
The Chatsworth Snow Globe and Christmas campaign was supported by advertising throughout the centre as well as out of home and community newspapers advertising.
Chatsworth is home to 56 500 households, with a population of 254 250, most of whom use the Higginson Highway on a daily basis, which is where the Chatsworth festive out of home creative advertising was located.
'The combination of the festive activities and our advertising campaign were all designed to create excitement and anticipation over the holidays and ensure that shoppers knew exactly what to expect at the centre during this time. Christmas is a peak shopping period and attracting and maintaining the high market share for Chatsworth Centre during the festive season was crucial,' said Mayne.
The centre is situated within the heart of the community of Chatsworth, +/- 20km from the Durban CBD. Chatsworth shoppers are predominately Indian LSM 6 – 8 and mainly English speaking. The Centre is renowned for its truly rich Indian Eastern experience and boasts a total of 150 stores ranging from exquisite eastern and trendy western clothing and jewellery, to furniture, authentic food services, and all major banking facilities. |
