Dundrum Town Centre really is the centre of Christmas. Every year it is transformed into a festive wonderland for families to enjoy, and 2010 was no exception. Giant animations hung all along the mall, Santa’s Grotto took over the square while snow (real and artificial this year!) fell and ice skaters carved their way around the ice rink.
Our brief had two aims, to create awareness of the magic of Dundrum at Christmas and to deliver the challenging targets of both footfall and sales. The solution, a hard-hitting radio campaign reinforcing the opening hours and shopping on one hand, with a softer approach taken with the TV campaign capturing the magic and anticipation of Christmas.
Every child counts the sleeps to Christmas, excitedly preparing themselves for the big day. Our campaign mirrored this, showing the huge efforts to ready the centre –each ad acting like an Advent Calendar window onto a scene of festive preparation. Like the calendar, each of the 8 ads would be shown only on one day, counting down the sleeps to Christmas.