Intu positions itself as the home of ‘impossible gifts’ in Christmas campaign

Intu is trying to drive footfall to its shopping centres over the festive season by reminding shoppers of the benefits of the physical shopping experience.


Created by agency Now and produced by stop-motion animation specialists Blinklink, the 30-second film continues Intu’s long-running use of bird characters to tell the story of a duckling too young to fly. Named ‘The Impossible gift’, the video then shows the little dickly soar into the clouds thanks to a toy drone present which has been bought at an Intu shopping centre.

“This year’s campaign embraces the challenge facing those looking for impossible Christmas gifts, such as those requested by imaginative children – a unicorn or rainbow perhaps, or even to become a superhero. We wanted to tell this very relatable story and encourage gift buyers to take advantage of all the inspiration of a physical shopping experience where you can see what’s available, feel the quality and buy as part of just one visit,” said Roger Binks, customer experience director at intu, said.

“We have created an ad that shows how important a wide range of retailers is when it comes to discovering seemingly impossible Christmas gifts and that reflects the joy shoppers experience at Intu centres. It’s Intu’s job as owner of many of the country’s most popular shopping destinations to inspire, entertain and make sure customers discover the right stores.”

The Christmas campaign will be supported by a consumer competition offering a chance to receive Christmas gifts created by “some of Britain’s best-known inventors”.

Intu has 17 UK shopping centres in its portfolio, including Intu Milton Keynes, Intu Trafford Centre in Manchester, Intu Victoria Centre in Nottingham and St David’s in Cardiff.

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