KerryAnn Bartle

A National Christmas Campaign was created for 9 QIC GRE centres around Australia. The challenge was how to make Christmas a time of togetherness, not isolating independence. The proposition was to give by really getting to know people. There are different ways to get to know people in your community – whether it be strangers, neighbours, family or friends – to the reasons why you should.

They say it’s the thought that counts. But some gifts are a lot more thoughtful than others. Because to give a thoughtful gift you need to know the person you’re buying for. So at Christmas, take the time to buy a thoughtful gift you know someone will really love for years to come.

To fully embrace the authentic essence of the campaign a social media callout was implemented via the centre’s Facebook pages to their customers. This callout not only engaged customers in the overarching idea and to remember and share their precious memories but also provided them with a chance to become a part of the campaign.

With this concept, a clean, authentic look and feel were created to make the hero and messaging front and centre. The concept was also adaptable to complement different style guides and varied tiered demographic centres around Australia.

The campaign engaged and connected communities on various levels across multiple platforms, embracing the real meaning of Christmas and the thoughts that count.