Adshel summer campaign featuring Jetstar

It’s time to flash your summer briefs


If you think that summer starts in December, think again. A new trade media campaign from Adshel is set to remind advertisers that when it comes to capturing a share of consumers’ Christmas shopping and summer spending, it all starts in September.

The “Show us your summer briefs” campaign highlights the imperative for brands to lock-in campaigns early to capture the attention of consumers in the planning, researching and buying stages of their summer shopping journey.

In 2016, Australians spent $75 billion* heading into summer. Most importantly, 30% of that spend starts occurring as early as September. With three in ten consumers completing their shopping by November**, brands must standout early to capture attention and be top-of-mind during this cluttered period.

Interestingly, despite the trend in shifting purchase habits from in store to online, 72% of Australian shoppers want to see a product in store before making a decision to buy with 78% planning to do at least half of their Christmas shopping in store^.

In the lead-up to summer our behaviours change. We spend more time out-of-home and seek inspiration, particularly in the lead-up to Christmas.

“Advertisers have the opportunity to influence early and inspire shoppers during this hectic period. Getting out early is key to, not only securing prime placements, but making an impact during the planning and research phase which will result in a brand being more likely to end up in the basket or under the Christmas tree,” said Charlotte Valente, Adshel’s Head of Marketing.

“Savvy advertisers are already sharing their summer briefs with Adshel because they know that Adshel’s suite of solutions are extremely effective in driving intrigue and purchase intent.”

Adshel has summer covered, with more than 19,000 touchpoints nationally, reaching and influencing 92% of Australians 68 times a fortnight, where they live, work, shop and play.

The trade campaign set to reinforce the need to brief Adshel early is supported by a ‘summer slingshot’ game of skill featuring the most quintessential Aussie ‘summer brief’ – good old budgie smugglers, with a range of summer prizes up for grabs.

You can check out the campaign page here


*ABS Retail Trade, Oct – Dec 2016

** Commonwealth Bank 2016

^ Christmas Pain Points Survey, American Express

View our other releases here.