Mirabella, the Australian lighting company, has ventured into the realm of Halloween decorations, capitalizing on the nation’s growing fascination with the spooky season. From 2022 to 2023, Halloween spending in Australia witnessed a substantial 14% surge, amounting to an impressive $60 million.
Angelica Longhitano, the Director of Mirabella, and General Manager Vince Mirabella, are enthusiastic about the soaring interest in this category. They are poised to carve out their share of the pumpkin pie in this festive market.
Ms. Longhitano expressed her excitement, stating, “We’re thrilled that interest is growing. We’ve created a fun and dynamic range that we’re all really proud of.”
The range offered by Mirabella brings the spirit of Halloween to life with a combination of light, sound, and movement. To introduce this range to the public and highlight its features, Mirabella sought the expertise of the advertising agency DPR&Co.
DPR&Co was entrusted with the task of creating a launch campaign for both Halloween and Christmas, featuring a series of product videos showcasing each item in its intended setting. The objective was to infuse these videos with a sense of festive anticipation that aligns with Mirabella’s family-oriented brand.
Richard Ralphsmith, Co-Founder and Executive Creative Director at DPR&Co, noted, “The lead-up to
these events is often just as exciting as the actual event. We really wanted to capture how it signposts the beginning of a special period of time – one that allows imaginations to run wild.”
DPR&Co’s creative approach revolved around a children’s storybook concept, with separate creative
banners for the two product ranges: ‘Let the spooky fun begin’ and ‘The light before Christmas.’
To make the videos easily accessible to customers, they can be viewed via QR codes in stores and
on-pack. As part of the campaign, DPR&Co’s digital team leveraged social media to create awareness
by sharing the videos and engaging digital content.
Vince Mirabella highlighted the effectiveness of this integrated marketing strategy, stating, “It’s
great that DPR&Co has helped us use the videos as part of an integrated marketing strategy. We’re
delivering content at key points in the buyer journey to support sales.”
For those eager to embrace the holiday spirit, Mirabella’s Halloween and Christmas decoration ranges are available at popular retail locations, including Bunnings, BIGW, and Woolworths.
