Boxing Day Sale Promo Development & Execution
A high-impact Boxing Day
campaign designed to drive conversion during one of the most
competitive retail periods of the year. The campaign needed to cut
through post-Christmas fatigue and maintain strong visual presence
across all channels.
The campaign required
a bold and immediate impact in a saturated retail environment. It
followed closely behind Black Friday; a period already
characterised by heavy discounting and high consumer exposure to
sales messaging.
At the same time, the
campaign sat within the Christmas 2025/26 economic downturn, where
consumer spending was more cautious and selective. This created a
need for stronger visual cut-through and clear communication
whilst keeping it fresh and inspiring.
The approach
focused on creating a flexible but cohesive campaign system that
could sustain visibility over an extended promotional period.
A bold visual direction was established using a dominant
red colour palette, designed to maximise urgency.
The
campaign was strategically launched pre-Christmas to capture the
quieter retail window following delivery cut-offs, when consumer
attention shifts but purchasing behaviour continues; particularly
as New Zealand customers gear up for the summer holiday period.
To maintain engagement across a longer campaign window,
the initial bold red background was refreshed to a lifestyle image
on boxing day to ensure the campaign remained visually dynamic and
avoided fatigue.
Developed and
executed a fully integrated campaign across all customer
touchpoints.
A Fully Integrated Campaign
-
Retail — A1, A3 and A4 posters. A5 Bike price tags and A6 Product to highlight key products inline with the digital marketing.
-
Email Marketing — Campaigns delivering promotional messaging to customers at key points of the sale.
-
Social Campaigns — Focused on sending traffic to the website and pushing the key sales messaging.
-
E-Commerce — Strong homepage and on-site presence to support product discovery and conversion.
The campaign delivered
a strong Boxing Day performance, achieving high conversion rates
across e-commerce and showrooms. Consistent execution across all
channels strengthened brand presence during a highly competitive
retail window.
