THE BRIEF AND OUR APPROACH
The Camberwell Centre Association represents more than 400 retail traders along Burke Road and Camberwell Junction, including restaurants, cafes, markets and specialty food and alcohol shops. The Association wanted a full-day event in December to mark Christmas for 2015, as a way to attract new and existing customers to the area and support traders across the precinct.
Working closely with the Association, Assemblo has developed the strategy for the annual Camberwell Christmas Family Day for the past five years. This included full planning and implementation of the event’s entertainment, promotion and social media.
The objective of the event was to cultivate a festive mood across the Camberwell shopping precinct, create a sense of community and inclusion among shoppers and traders, thereby providing a unique shopping experience to customers.
The event day featured a range of entertainment, including:
– Free rides with Santa Claus in his antique fire truck
– Roving street performers such as jugglers, acrobatic and circus acts, musicians, face painters and balloon modellers
– Santa’s helpers who handed out balloons and reindeer antler hats, and informed people about activities taking place on the day.
In addition to live entertainment, Assemblo coordinated a digital photo booth (set up inside The Well shopping centre) which allowed passers-by to take photos with items of clothing and accessories, free of charge. The photos were then uploaded to the Camberwell Shopping Facebook page, allowing people to connect with the brand online by tagging and sharing pictures of themselves with their own Facebook community.
Throughout the day, Assemblo produced live social media coverage of the event’s activities across multiple platforms including Facebook, Twitter, Instagram and Google+ as a way to demonstrate and document the occasion. It also opened up a live communication channel for customers to interact with Camberwell Shopping’s social media platforms on the day.
A highlight of the event was the return of the annual Where’s Rudolph? competition to the shopping precinct, which was originally created and launched by Assemblo in 2012. Entrants had to find posters of all Santa’s nine reindeer displayed in shop windows around Camberwell. If entrants found any ‘Rudolph’ they could go into the draw to win the $500 shopping voucher major prize. To be eligible for the minor prize draw, entrants also had to locate every other unique reindeer poster in corresponding stores and add them to their online entry form.
The event was a success, attracting thousands of people to the Camberwell shopping precinct on the Christmas Family Day. Traders reported increased sales over the weekend and experienced a boost in customer numbers on the event day.
The Camberwell Christmas Family Day received coverage in local press and more than 2,000 unique visits to the Camberwell Shopping website over the event weekend. Facebook, Twitter and Instagram saw a boost in interest from followers, with lots of people sharing photos, videos and comments in relation to the event.
Direct communication with visitors to Camberwell proved to be very effective, with shoppers signing up to Camberwell’s email newsletter and entering the Where’s Rudolph? competition after being publicised by Assemblo’s promoters. The activity saw an increase in people signing up to Camberwell Shopping’s email newsletter.
The Where’s Rudolph? competition encouraged people to participate in an activity unique to the Camberwell shopping precinct and allowed them to explore the area in a very engaged way. Since the launch of the competition, it has become a highly anticipated activity. Promotion of the competition via the Camberwell Shopping website and email newsletter, and its respective social media platforms, resulted in hundreds of entries.