How Hammerson Used YouGov Data to Steer 'Give Brilliantly' Christmas Campaign

Hammerson’s 2024 Christmas campaign 'Give brilliantly' by Unbound, is based on the aspects of Christmas that are the most important.

The YouGov report showed that ‘Spending time with family’ at 95% and ‘Giving presents’ at 81% rank first and second for Britons at Christmas.

Both stats dovetail perfectly with Hammerson’s placemaking strategy of places to enjoy spending time, as well as places to shop.

“We wanted this year’s campaign to follow the data, knowing we are tapping into the most important aspects of Christmas for consumers, answered by a Hammerson destination. It expresses the heart of Christmas, as well as nailing the commercial sell for Hammerson. It’s about conveying a message that’s relevant and real for consumers - whether they are watching it on TV or TikTok." said ELSPETH LYNN, partner at Unbound.

It launches this week with the Connected TV film ‘Silent Night’. Though spending time with loved ones may be at the top of our Christmas list, ironically when we’re together we are not always 'in the moment'. So the ad suggests we don’t make it a silent night and put down our mobiles.

Other short form digital and social videos round out the campaign and are designed to be audience specific and optimised, tailored to local audiences. Each one of nine videos give reasons for people to go to a Hammerson destination - whether it be to spending time with each other or buying someone a brilliant gift.

And because ‘giving presents’ is the second most important aspect of Christmas, the OOH executions bring this to life in a simple and impactful way. It demonstrates a range of people in the midst of opening a present, seeing the joy on their face as they peer down an open gift box.

‘Give Brilliantly’, whether it is your time or a gift, “follows the data” to drive the comms in the top two most relevant ways this Christmas.

The campaign launches with a multi-channel, digitally integrated campaign that runs across Connected TV, radio, OOH, YouTube, Google Performance MAX, as well as social and digital channels.

The campaign is running across Birmingham’s Bullring & Grand Central, London’s Brent Cross, Bristol’s Cabot Circus, Reading’s The Oracle, Southampton’s Westquay and in Ireland at Dublin’s Dundrum Town Centre.