This Year the Central Park Sydney Mall Has a Youthful Hipster Santa
Laura McQuarrie — December 21, 2013 — Marketing
References: centralparksydney & designtaxi
Central Park Sydney came up with an interesting way to relate to young shoppers this season. Instead of enticing shoppers with a traditional Santa Claus, this year it has a series of ads featuring hipster Santa.
The ads feature the hip, irreverent Santa with sayings like "Chill with me at Central. Or Don't. Whatever" and "Leave me out a coconut water and a gluten-free macaron." This text is overlayed atop street style-like captures of the youthful Saint Nick.
Shoppers will be able to visit the mall and snap selfies with Hipster Santa and see his list of Santa-approved gifts that he has deemed "totes amaze." Central will also have branded gift wrap that is of course, cool and recyclable.
The ads feature the hip, irreverent Santa with sayings like "Chill with me at Central. Or Don't. Whatever" and "Leave me out a coconut water and a gluten-free macaron." This text is overlayed atop street style-like captures of the youthful Saint Nick.
Shoppers will be able to visit the mall and snap selfies with Hipster Santa and see his list of Santa-approved gifts that he has deemed "totes amaze." Central will also have branded gift wrap that is of course, cool and recyclable.
Trend Themes
1. Youthful Santa Claus Trend - Disruptive Innovation Opportunity: Create holiday marketing campaigns that cater to younger consumers by featuring alternative versions of Santa Claus.
2. Street Style Advertising Trend - Disruptive Innovation Opportunity: Incorporate street style aesthetics into advertising campaigns to appeal to modern, fashion-conscious audiences.
3. Sustainable Gift Wrap Trend - Disruptive Innovation Opportunity: Develop eco-friendly gift wrapping options that align with consumers' growing desire for sustainability.
Industry Implications
1. Retail - Disruptive Innovation Opportunity: Implement interactive experiences in malls and stores that allow customers to engage with alternative Santa Claus characters.
2. Marketing and Advertising - Disruptive Innovation Opportunity: Experiment with unconventional and edgy advertising concepts, such as using street style visuals and irreverent messaging.
3. Sustainability and Eco-friendly Products - Disruptive Innovation Opportunity: Create and market sustainable gift wrapping materials that appeal to environmentally conscious consumers.
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