Creating Memorable Branding Experiences

Darrell Lea "Self Help Elf" Christmas Activation

A bright, fun and engaging Christmas Activation for beloved Australian brand, Darrell Lea, that introduced the “Self Help Elf” campaign. The successful activation combined sampling and consumer engagement across two sites in Melbourne – the newly re-launched shopping centre The Glen and high-traffic locations in the heart of the CBD.

The Brief

Darrell Lea requested an activation to promote their Christmas Range to shoppers, to provide them with an opportunity to sample stock and to engage consumers in a fun and casual environment.


  • Promotion of Christmas Range
  • Brand Awareness for both Darrell Lea Brand and Seasonal Range
  • Create Instagrammable moments for social media sharing

The Execution



The main hub of the“Self Help Elf” campaign took place at The Glen Shopping Centre, across 4 days. Providing an opportunity for both Instagrammable moments and foot-fall/purchase power.

A Wrapping Station that offered free wrapping to anyone that had spent over $30 in-Centre provided a wonderful opportunity to engage with customers, allowing the Self Help Elves to “make it better” by taking one job off their list! It also ensured an opportunity for a longer dwell-time at the activation, with positive feedback from all involved.

Another Elf conducted the “The Christmas Pack Match!” quiz to find which Darrell Lea pack might suit that hard-to-buy-for friend or family member. A third Elf was able to roam, interact, play games, challenge customers to sing a song or dance for a sample and generally spread the word of Darrell Lea



Simultaneously in Melbourne CBD, the “Self Help Elves” were bringing delight and joy to workers and shoppers, giving out samples, canvassing large numbers and carolling with Christmas Cheer wherever they roamed.

3 of the 5 Elves were seasoned performers, with choreographed numbers that included dancing and singing crowd-pleasing carols. The other 2 Elves handed out samples and brought cheer with their smiles and season’s greetings.

They moved from the Christmas-themed atrium of Crown Casino to the bustling Goldsborough Village for Thursday and Friday into the busy heart of the CBD for Saturday and Sunday.

The Result


The Glen In-Centre Activation

Across the 4 days The Glen recorded 40,000pax each day going through the centre. Unfortunately, they don’t provide any other breakdown for confidentiality reasons.

Melbourne CBD Activation

Over 15000 people were recorded in the locations within the city activation, which are based on a range of counters (wifi connections, door counts and averages). Each interaction lasted over 1 minute, which is very high for a sampling element of an activation. As the Elves were engaging people in converastion, providing information about the products and also offering up songs and games – this really made the interaction an experience as opposed to a one-way sample offering.

Across both sites there was an overhelmingly positive response, with a huge amount of engagement – especially at The Glen (our amazing crew engaged participants in games and activities and they had a lot of fun with it – both adults and kids!)

The generous sizings of the Christmas Puddings and packs were a real delight for customers and they commented on how great they would be as gifts for their family and friends. People were delighted to receive the chocolates, they had genuine questions about the brand and where they could get them from.

There were lots of people were asking for photos with the Self Help Elves, both in the CBD and at The Glen, both children and adults alike.

" The activation at Crown Casino was a big success, everyone here loved having the Elves and of course the delicious chocolates. "

— Georgie Holston | Event Manager, Crown Casino