Based on a study conducted in Portugal and Spain on shopping habits and the impact of the gifts each person receives at Christmas, the concept ‘Think well, give better’ was created for the Sonae Sierra shopping centres. The 2024 Christmas campaign features Madalena Abecasis, representing the different consumer stereotypes, and calls for more thoughtful consumption to find the right gift.
Sonae Sierra Natal 2024
Client.
Sonae Sierra
Making an impact.
Advertising.
Brand Strategy & Positioning.
Film & Motion.
Retail.
3 million Portuguese don't like the presents they receive at Christmas. Sonae Sierra is going to change that.
Challenge.
In the 2024 advertising campaign, we deepened the territory that Sonae Sierra has explored in recent years, appealing to a more reflective and planned consumption and establishing a more active and consequential role for shopping centres in the buying experience.
Insight.
We started with an in-depth study exploring consumer habits and behaviour at Christmas. We found that 3 million Portuguese receive gifts they don't like, which was the basic insight for the 2024 Christmas campaign.
We took the study further by exploring the consequences of not giving the right gift, and the data was revealing. We discovered that 42 % of all Portuguese don't use the presents they receive, only 39 % return unwanted presents, and 25 % end up giving them to someone else.
We delved deeper into why people don't get gifts right and discovered a set of archetypal Christmas purchase behaviour profiles. Most of these indicate a lack of time, thought, and dedication when choosing and buying a present.
This data confirmed that our insight was relevant to a large portion of the Portuguese and that there was a great potential for Sonae Sierra's advertising campaign to resonate.
Concept.
Based on the study's data, we encouraged consumers to "offer better", knowing that this is only possible with dedication.
‘Think well, offer better’ was born as an appeal to spend more time thinking about what the other person would like to receive. Sonae Sierra centres are partners of the giver in this more thoughtful purchase, which has a more positive impact on the receiver. This way, everyone chooses with their heart at Christmas and gets the right present.
Campaign.
We stereotyped the behaviours identified by the study to create characters that consumers could easily identify with. This created a mirror effect, which consequently increased engagement.
The advertising campaign is dramatised humorously by digital influencer Madalena Abecasis, who plays various characters that represent our stereotypes:
— "Remote-controlled" - depends on instructions from third parties to choose presents;
— "I'll keep it" - chooses presents based on their own tastes, assuming that if the person doesn't like it, they'll keep the present;
— "Influencer" - prioritises the aesthetics of the wrapping more than its interior so that they can do a perfect unboxing on social media;
— "Leaves everything until the 24th" - shopping at the last minute;
— "Exchange receipt" - you buy something without thinking about it since you can exchange it if you don't like it.
Execution.
Produced by Mother, AS 365 and Notable, the campaign was broadcast on the centres' digital channels and had a strong presence in the media of the chain's 18 shopping centres (Atrium Saldanha, Albufeira Terrace, AlgarveShopping, ArrábidaShopping, CascaiShopping, Centro Colombo, Centro Vasco da Gama, CoimbraShopping, Estação Viana Shopping, Fórum Barreiro, GaiaShopping, GuimarãeShopping, MaiaShopping, MadeiraShopping, NorteShopping, Nova Arcada, Parque Atlântico and ViaCatarina Shopping) on billboards, other outdoor/indoor media, interactive content and activations.
