The brief was a radio campaign to drive footfall at Christmas, at each of the 6 shopping centres across the UK and Ireland. It targeted a wide audience around the catchment area of each centre. It had to encourage purchase.

There is a lot of curiosity about all the things Ai can do, and our insight was that the best way to figure out a Christmas gift is the human being, not AI.

So we reassured our consumer that they did indeed have the answer inside them. And they could find whatever they were looking for at one of our centres. The campaign was culturally relevant, insightful and hard working.

The objective was to drive top of mind awareness and consideration over the Christmas period, targeting existing, lapsed and new customers.

1. ‘AI doesn’t know you’

Our VO advises not to use AI for help with trends, or what members of your family would like. AI neither has the knowledge, nor fashion sense. Those “on point” are advised to go to Brent Cross. Where they’ll find a huge range of stores and gifts they know will work.

2.'AI is not you'

Our VO advises that though AI may be the future, it doesn’t know your family like you do. And you know best what Christmas gifts to get you sister, stepdad and mum. Dundrum has all you need. Including humans that can help. Stuff the algorithms.

3.'AI doesn't know your Dad'

Our VO advises that though you could ask for help, it doesn’t know you dad at all, and what matters to him. Only you know what’s best. And Dundrum has all the stores you need to find gifts he’ll love.

We selected Radio as a core media channel for Hammerson’s Christmas Campaign to deliver reach and frequency across our catchments, whilst targeting a large and diverse audience but localising station selection to each centre.

Our campaign drove an increase in brand reappraisal and put our shopping centres top of mind for a destination to do their Christmas shopping in the 8 weeks leading up to Christmas.

The campaigns performed well for each centre hitting on the forecasted metrics and delivering strong reach of 1,705,000 across the UK & ROI. Digital audio over-delivered vs the forecast for each centre with strong reach and good listen-through rates on the ads. The campaign achieved a total media impact of 25,322,745 shoppers.