The Warehouse Rewrote the Rules of Christmas Advertising... Here’s How It Paid Off
To establish The Warehouse as The Home of Christmas in 2023, NZME executed one of New Zealand’s most expansive integrated media takeovers to date. Anchored by the hugely successful “24 Days of Deals” campaign, the initiative set out to emotionally connect with audiences while delivering real value throughout the festive season.
The campaign was activated across NZME’s full media ecosystem: radio, digital, print, and digital out-of-home (DOOH), ensuring mass reach and continuous presence. A key highlight was the launch of a first-to-market daily deals ticker on nzherald.co.nz, grabbing consumer attention in a fresh and engaging format.
Other stand-out elements included:
Interactive social polls
On-air giveaways
Talent-led native content
All designed to keep The Warehouse front of mind throughout December.
The campaign drove impressive impact across the board:
1.5M+ impressions from the NZ Herald ticker alone
76,000+ social engagements
90+ minutes of dedicated “Daily Deals” content
1.4M Kiwis reached via radio
Real-time polling across digital screens and social helped tailor deals to customer preferences, creating a seamless and responsive shopping experience.
The DOOH component played a crucial role in amplifying the campaign’s emotional resonance and driving foot traffic. This, paired with sharp data-driven execution, led to a +3 point lift in the perception that The Warehouse provides “the buzz of an unexpected bargain” a significant year-on-year increase.
This campaign proves the power of emotionally resonant, strategically targeted media to deliver measurable results. Through smart execution and true customer connection, The Warehouse didn’t just show up for Christmas—it owned it.
You can download the Case Study PDF below.