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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.

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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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