Has anyone seen the Easter Bunny?
I’ve been trying to find the Easter Bunny, but I can’t seem to find it anywhere...
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Easter is seen as a great time to engage with consumers; a lovely long weekend break without the stress that Christmas brings along with it.
Whilst traditionally, brands and retailers alike take their time to capitalise this unique season, with inspiring in-store displays and experiential, it seems this year we’re still chasing the tail to activate.
The Easter Bunny has been swapped by an evil friend; The Mid-Season Sale Snake.
Slightly dramatic, but the ‘always on’ discount saddens me, it feels like we’re finally getting back to normality again, and we have the luxury (in Melbourne) of navigating the high street, only to find a sea of red discounting.
By contrast, the winner of the Easter period was the centre Westfield + App, which has been executed brilliantly. The centre is encouraging the download of its app ‘Westfield +’ through a chance to win campaign, giving away $10k per day. In the face of mass discounting, Westfield are encouraging centre dwell time and repeat custom.
The centres have installed simple yet striking pink archways and standout floor decals which directs eyes to their call to action messaging making for great navigation to their tablet entry kiosks. More to the point, the mechanic couldn’t be easier; simply download, scan and be in with a chance of winning (in exchange for a few details). It also gave me free parking which is a great incentive for me to keep it for the future and great for Westfield to push some notifications my way.
