How we created a COVID-Safe Mother’s Day experience

Posted July 28, 2020

With COVID19 social distancing restrictions in place, Mother’s Day at Merthyr Village had to be celebrated a little differently this year.

We were tasked with the challenge of putting together a COVID-Safe campaign and activation to ensure retailers could continue to uphold their Mother’s Day tradition and make it more special than ever – allowing customers to bring the very best of Merthyr Village home to mum in 2020.

With mum in mind, we worked with 8 key retailers from the centre to curate a series of special Mother’s Day gifts packs and hampers – available for pickup or delivered to their doorstep with free local contactless delivery in New Farm, Teneriffe & Newstead.

Gift prices and packages ranging from $30 – $200 included signature gift offerings from the likes of Savour, New Farm Deli, The Smoke BBQ, Dello Mano Cafe, Thousand Island Dressing, New Farm Editions, Mary Ryan’s and, Perrotts Florist. 

As a value added gift with purchase to say thank you to all those who supported local during this challenging time, we included a free bouquet of beautiful pink tulips from Perrotts Florist with every order. Over the course of the weekend we gifted 100 bunches with purchase.

We created a suite of creative assets and photographed each of the retailer offerings to be hosted on the Merthyr Village website via an integrated e-commerce micro-site. Customers could browse and purchase on the site, then arrange for pick up from the centre or local delivery. The site allowed us to manage stock items and levels, which were different for each retailer. Content was cross promoted through the Merthyr Village social channels including a paid campaign that promoted the retailers products and the Merthyr Village hamper.

For Mother’s Day weekend at the centre we activated the vacant outdoor dining space outside Dello Mano to create a pop-up shop where online orders could be collected, and last minute purchases could be made. Prior to the weekend, customers were sent a confirmation email with the details of the pick up location, a reminder of social distancing and a thank you from the centre. Channel 7 Local News even included the campaign and activation in their Mother’s Day wrap up news piece.