The Challenge

SOCIETY was tasked with delivering an activation in Melbourne and Sydney that would highlight the convenience of Woolworths Metro60, a new 60 min grocery delivery service to metro residents. The challenge was to cut through a saturated market and media landscape, of not only grocery delivery services, but also Christmas, and capture the attention of media to deliver strong results, while engaging influencers to further drive reach, talkability and awareness. The idea? We offered Australians in Melbourne and Sydney the chance to have a Santa photo service delivered to their door, with a professional photographer, in under 60 minutes from the time of ordering their groceries. How much time did we have to execute? A little over 3 weeks.

The Solution

To launch Metro60’s Santa Delivery campaign, we filmed and captured engaging content showcasing the process of placing an order, all the way through to receiving your free at-home Santa photos. We pitched a first run story to NCA Newswire, with a media release and assets created with a family and Santa, to a curated list of targets across print, online, TV and radio outlets. The influencer strategy saw us engage with a number of existing Woolworths influencer ambassadors who had a strong brand understanding and situated within the Metro60 service areas, rolling out content in a three-pronged approach across the week of the activation.

The Response