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Make My Monday

Client
MetCentre, Sydney CBD, JLL
strategy

Giveaway driver concept

Content series concept

identity

Graphic design

Centre signage

experience

Content series for social media

Landing page to inform

activation

Digital advertising

Email marketing

Retailer giveaways

Situation

Our client wanted to help promote a string of retailers with bulk giveaways and offers but needed a campaign and mechanism to be able to promote and rollout. We needed to keep it simple, with no promotional staff and not voucher based with the objective to drive excitement leading to traffic.

Focus

We developed the idea of Make My Monday where Monday was the day for the rotation of retailers to giveaway food items or provide a unique offer. The redemption was left to the retailers to manage so we focused on content and advertising.

The creative

We took a fresh & light approach to the creative — something that felt different to the usual bright & bold retail offer look. A pale sky blue base with simple, line-drawn characters on a paper plane gave it movement and energy, capturing everyone from office regulars to casual city visitors chasing that week’s offer. It felt current, easy to notice, and made the campaign idea clear straight away — this is something worth jumping on.

The content

We didn’t just post the offer — we built content people would actually stop and watch. Using trending formats, hooks and pacing from the platform at the time, we created a series of reels that felt native, not like ads. Each piece was tailored to the centre and its retailers, designed to grab attention first, then land the offer — driving awareness in a way static posts simply wouldn’t.

We developed a series of short-form reels grounded in what’s actually worked on Instagram at the time, using proven hooks, pacing and formats designed to stop the scroll and hold attention. Each piece was built to either inform or entertain, balancing quick-hit value with personality so the content didn’t feel like advertising. The result was a consistent stream of content that felt current, engaging and native to the platform without being overly produced, but made to be watched.

The result

The campaign delivered on both sides — strong engagement for the client and real value for retailers. Independent operators, who often rely on centre support for marketing, were able to benefit from content that actually showcased their offer in a way they couldn’t do on their own. Offers were consistently redeemed, and the campaign helped position MetCentre not as a discount-driven destination, but as a place that surprises and delivers value in a way people want to come back for.

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