Australian lighting company, Mirabella, has launched its Halloween lighting decoration range off the back of growing national interest in the spooky season.
From 2022 to 2023, Halloween spending increased in Australia by 14% – or $60 million.
Mirabella Director Angelica Longhitano and General Manager Vince Mirabella are excited about this year’s category growth, and they’re ready to take a slice of the pumpkin pie.
“We’re thrilled that interest is growing. We’ve created a fun and dynamic range that we’re all really proud of”, says Ms Longhitano.
The range brings festive decorations to life with light, sound and movement. To help spread awareness of the range, its features and the brand, Mirabella called on advertising agency DPR&Co.
Mirabella tasked DPR&Co to create a range launch campaign for Halloween and Christmas featuring a suite of product videos that showcased each item in situ. The videos were to burst with festive anticipation and align with Mirabella’s family-focused brand.
DPR&Co’s co-Founder and Executive Creative Director Richard Ralphsmith says: “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 came up with a creative platform based on a children’s storybook with separate creative banners for the two product ranges, ‘Let the spooky fun begin’ and ‘The light before Christmas’.
The videos can now be viewed via QR code in-store and on-pack. As part of the campaign, DPR&Co’s digital team took to social media to create awareness by leveraging the videos and other engaging digital content.
“It’s great that DPR&Co has helped us use the videos as part of an integrated marketing strategy,” Mr Mirabella said. “We’re delivering content at key points in the buyer journey to support sales.”
Mirabella’s Halloween and Christmas decoration ranges are available at Bunnings, BIGW and Woolworths.
