Bridging the Gap

Proceeding with caution can be an instinctive reaction for marketers during a recession. But it’s precisely in those downturns, when everything quiets down, that you might have your best chance to move forward and grab a greater share of the market. It’s what Australian shopping center owner and operator Stockland decided to do in late 2008, when it realized that there was a gap in its marketing mix: the opportunity to build a nationally consistent, branded and exclusive program that targeted children and families. So the company, which counts 32 properties in its portfolio, created the “Stockland is My Funland” loyalty program with a branded website and on-site attractions as anchors, as well as characters Jess and Jack to help entertain the kids on-site and online.

According to Stockland, the program has attracted more than 70,000 dedicated members and led to a spin-off, high profile children’s marketing strategy.

The effectiveness of “Stockland is My Funland” won the company a Gold Award at the ICSC 2009 Asia Shopping Centre Awards in Singapore last fall.

MEMBER PERKS

Stockland made sure it had plenty of privileges for its most loyal shoppers, including
these ones:

Branded T-shirts
Collectible Strut Cards

These gave members who collected them all a chance to win an Xbox prize pack. The consolation prize was a $20 gift card for the participating youngster and one for mom and dad too.

Gaming Website
- Custom characters that members create
- The ability to use the points they earn from playing online games to purchase objects from the virtual My Funland Mall, be they clothes, new pets from the Pets 2 Pat store or items from Jess’ Toys.
- Playful games with an educational twist include Shopping Trolley Troubles, in which kids can improve their math skills by helping a cashier add up some groceries. Mega Match tests memory skills and allows gamers to earn points by matching up pairs of cards or helping Monty the dog catch a bone.

The MyFunland.com.au loyalty website provided gaming opportunities and a chance for children to hone their skills.
Among the site’s popular features:

Member Card

MEDIA MIX

ONLINE

E-cards: Christmas and member birthdays
E-newsletters: April School Holiday Fun, Summer School Holiday fun, Member Pack competition, Wildlife Warriors, Walt Disney “Bolt” coloring competition
www.MyFunland.com.au: special offers from Stockland centers in Bathurst, Forster, Lilydale, Rockhampton and Wallsend. The offers rotated from one center to another during the campaign.

ON-SITE

Banners: horizontal and pull-up
Posters

PRINT

Canning Times
Fairfield City Champion
Gold Coast Sun
Hills Shire Times
Illawara Mercury
Manly Daily
Nowra News
Parramatta Advertiser
Townsville Sun

RADIO

Commercial for program launch

TELEVISION

Commercial on Nickelodeon Channel

CAMPAIGN CREDITS

Taryn McGurk, National Marketing Manager, Stockland

Source: Stockland Gold Award-winning entry, ICSC 2009 Asia Shopping Centre Awards.

IN THE SPOLIGHT

The “Stockland is My Funland” campaign included four news releases that Stockland sent out to its media contacts. These notices caught the attention of the Hills Shire Times and North Services Courier, which both ran articles on the loyalty program.

Mar.
2010

Posted in Loyalty Programs