Gull Santa's Shout Campaign
With petrol prices on the rise and fuel company reputations in decline across the country, we saw a perfect opportunity for Gull to give back over Christmas, in a way that was in line with their genuine and maverick brand.
We conceived, created, directed and managed the 'Santa's Shout' Campaign – centred around an unapologetically Kiwi Santa and his gang of elves, who took over Gull's Facebook page for the first two weeks of December.
Campaign Launch
Santa and his elves kickstarted our campaign on a sunny afternoon with an announcement of the major prize of $1000 cash. Their stage was a perfectly Kiwi beachside bach, complete with BBQ, Pohutukawa trees in full bloom and Santa's Holden Kingswood 'sleigh' parked in the back yard. For the campaign to feel authentic, it was integral that we had Santa, armed with only a selfie stick, film the video in only one take, with little reliance on post-production edits.
Santa's Shout took off at a roaring pace, with massive engagement and overwhelmingly positive feedback.
On-Site Shouts
Less than a week later, Santa was back on the screens of Gull's Facebook following, who tuned in Live to watch him as he made his way to a secret Gull station. We then filmed Santa as he spread Christmas cheer (in the form of free fuel vouchers) to the lucky customers at Gull Hewletts Road.
Social Takeover
In order to keep engagement high throughout the course of the campaign, we continued to utilise the Santa's Shout assets and photography – taking over the Gull Facebook profile picture and cover photo, posting and sharing Stories on Facebook and Instagram, and advertising on YouTube.
Winner Announcement
When it was time to announce the winner of our $1000 cash prize, what better way than have Santa himself deliver the message from his backyard BBQ?
Our lucky winner even responded with her own backyard selfie video.
Discount Day
We knew Santa had to go out with a bang, and with an extra special December 'Discount Day' approaching, we had the perfect opportunity for Santa's farewell, and a final gift to his followers.
Our usual monthly Discount Day teaser and announcement were replaced with videos from Santa, who was also printed on vouchers distributed at Gull stations across the North Island.