One in a Minion.

Leveraging the universal appeal of the Minions franchise, this award winning campaign boosted retail spend, drove data acquisition, and increased visitation across six family focused shopping centres in the QICGRE portfolio.

The Challenge

An initiative designed to drive retail spend, data acquisition, and visitation across six family-focused shopping centres. Guided by strategic insights and the enduring appeal of the Minions franchise, delivering an extraordinary ROI and an unforgettable experience for shoppers.

The Approach

At Fred and Freda, we were thrilled to bring the visual heart of this campaign to life. From bold, engaging advertising to the vibrant designs for the sales weekends, character meet-and-greets, thousands of Minions merchandise giveaways, and those giant Plinko boards, every creative element was crafted to capture the magic and fun of the Minions universe while aligning with QICGRE’s strategic goals. The design had to meet the Universal brand guidelines, and be applicable across print, digital, video and more.

The Outcome

Concept development, art creation and roll out executed across 120+ assets, 6 centres, across 3 states.

We’d like to extend a huge congratulations to QICGRE and their centre marketing teams for the well-deserved recognition at the Shopping Centre Council of Australia Industry Awards, where One in a Minion took home the award for Multi-Centre Brand and Partnership Campaign.