Rundle Mall's 2024 winter marketing campaign aimed to position the precinct as a vibrant lifestyle and entertainment hub, rather than solely a shopping destination. By strategically dividing the campaign into four focus areas—shopping, entertainment, Friday night activations, and dining—the goal was to promote the mall's diverse offerings while encouraging visitors to engage with the Precinct in new and exciting ways.
To keep Rundle Mall top of mind during the colder months, the campaign leveraged seasonal activations, pop-ups, and user-generated digital content to drive foot traffic and enhance the visitor experience. The effort also marked a shift in messaging, reinforcing the idea that Rundle Mall is a place to shop, dine, play, and explore.
The campaign ran across digital platforms, out-of-home advertising, and media partnerships, successfully creating buzz while engaging with both local and visiting consumers. A central theme was late-night shopping on Fridays, which was amplified by a series of exciting activations that brought new energy to the Precinct.
Key Highlights
- Shibui Dessert Bar Pop-Up
From Thursday 18 July to Sunday 18 August, Shibui's month-long residency at the Gawler Place Canopy featured popular Instagram-worthy treats like hot mochi doughnuts and marshmallow fluff cups. Branded custom Rundle Mall Friday Night cups helped amplify the late-night shopping message, making Shibui a focal point for visitors. - Friday Night Activations
A series of five Friday Night events throughout winter added excitement to the shopping experience:- Jonny’s Popcorn was served in bespoke Rundle Mall popcorn boxes for five consecutive Fridays.
- Live music performances on Friday 26 July and Friday 9 August entertained shoppers from 4pm to 8pm at both ends of the Mall.
- Acoustic performances by Netherby and Zara Chantelle under the Gawler Place Canopy created a cozy atmosphere.
- A mulled wine activation on Friday 26 July offered warmth and comfort to visitors.
- Face painting on Friday 2 August and live DJs on 2 and 16 August added to the family-friendly and energetic vibe.
- The Charlesworth ‘Hot’ Nuts Pop-Up warmed up visitors on Friday 16 August.
Key Success Factors
- Seasonal Appeal & Interactive Experiences:
The combination of winter activities like mulled wine, acoustic performances, and dessert pop-ups created a unique, memorable atmosphere. By providing these seasonal experiences, the campaign drew more visitors during the typically quieter winter months. - Strategic Focus on Friday Nights:
The heavy emphasis on Friday nights was crucial in encouraging visitors to extend their shopping experience into the evening. The activations helped increase foot traffic and dwell time in Rundle Mall, contributing to the campaign’s overall success. - Collaboration with Local Businesses:
Highlighting local businesses within the UGC campaign allowed for a sense of community and created a platform for smaller vendors to shine, which, in turn, enhanced the consumer experience.
Conclusion
Rundle Mall’s winter marketing campaign successfully shifted consumer perceptions from a traditional shopping destination to a vibrant lifestyle Precinct, providing engaging experiences that appealed to diverse audiences. The strategic focus on Friday night activations, coupled with innovative digital efforts, ensured strong engagement and reinforced Rundle Mall as a hub for shopping, dining, and entertainment during the winter months.
