Love Local

Brief: Implement a Spring campaign to connect ten Queensland Charter Hall Retail centres with locals and their communities. More than just boosting sales, the goal was to genuinely engage shoppers with rewards plus an added incentive to pay it forward for the greater good of the region.

Ikon’s campaign name, ‘Love Local’, embraced all aspects of the initiative and a motivating ‘Shop. Win. Share’ strapline rallied shoppers to bag a prize for themselves and their nominated community group.

Our eye-catching animated illustration, with motifs of hearts, helping hands and Charter Hall’s fresh food focus in a vibrant colour palette resonated with the season and the tropical locale. The campaign came to life across radio ads, print and digital media (including a dedicated microsite with live tally updates) and an in-centre activation.

Love Local hit the spot: sales increased beyond targets and rewarded shoppers who’d also played a part in giving support where it’s needed. We love this campaign’s authenticity to help further embed the centres in their communities.

“The campaign was a great success. The increase in sales exceeded our target by more than 30% and the local community groups were extremely appreciative. It really was a win-win for the whole community.”

Elio Lacutone, Former Senior Marketing
Manager, Charter Hall