Santaroo – Gift Card Reboot
- Social Media
Umpf was appointed to give Trinity Leeds’ pre-paid gift card a complete overhaul, looking after all elements of the campaign including creative, experiential and PR, with the aim of increasing visibility and sales, and raising awareness.
We wanted to breathe new life into them, using striking designs and print finishing techniques to create a modern suite of cards.
How we did it
We created five striking designs using single-word ‘Yorkshire-isms’, reflecting the playful nature of the brand whilst resonating with the target demographic – Yorkshire-based shoppers looking to buy a gift for all occasions.
For the re-launch, Umpf came up with a ‘Wonder Wheel’ concept, creating a bespoke mobile gift card shop to add visual impact, bringing a game show element to the mall to catch the attention of passersby.
To raise awareness and generate media coverage, we created ‘Santaroo’ – the World’s first Deliveroo-style gift card service – targeting last-minute Christmas shoppers and bringing the gift card service out of the mall and onto their doorstep.
Umpf delivered all the creative including mall web adverts, social media assets, animated videos for digital screens, balustrades, branded display stands, posters, leaflets, beer mats, window stickers and car park wall branding – giving the product exposure to over 500,000 people per week.
The campaign has been a big commercial success, with sales up over 15% since the relaunch. The gift cards have received a great deal of positive feedback from both consumers and the sales team who immediately bought into the new look and feel. In addition, the Santaroo stunt achieved a regional media reach of 495,000.
total uplift in sales
increase in online sales
increase in sales from the 'Wonder Wheel'