Q’s lovable furry character enjoys an ultimate summer in latest Qmas campaign via FEDERATION

FEDERATION has launched a new Christmas campaign for Hummgroup’s Q.

Forget tearjerker Christmas tales and old guys in red suits. Thanks to the return of one of the most loved characters in the fintech world, it’s another bumper ‘Qmas’ for Q Card.

Forget tearjerker Christmas tales and old guys in red suits. There’s nothing more compelling than the not-very-serious Christmas fun of Q Card’s big, furry pink guy in the latest Qmas epic, ‘Ultimate Summer’, a collaboration between FEDERATION, Toybox, Mosh and hummgroup.

And the proof for Q is already in the pudding. The results from this 4-month long, multi-layered series of mini-campaigns with over 700 individual asset deliveries already speak for themselves. Another bumper response from Q customers, well ahead of Christmas Day.

Says Olly Boden, managing partner, FEDERATION: “Our Q character has been a game-changer in amongst all of the tinsel and red suits of traditional retailer communications. Results show the updated approach for 2021 with the inclusion of some alty new digital and social innovations has resonated fantastically well with our Q audience. Kudos to the team from all sides who have delivered, and continue to deliver, an incredible series of campaigns this year.”

Says Jacqui Hourigan, general manager marketing, hummgroup: “After a challenging year, we wanted to do something extra special to bring Qmas to life for our customers, retailers and local businesses alike. Building up over several months, the campaign has embraced the core elements of a great Kiwi summer – fun, sun, family time and the great outdoors – to energise everyone through Qmas and beyond. As a trusted Kiwi brand, it’s been the perfect territory for Q Card to play in – it’s all about making a summer of fun affordable and accessible for people and stimulating local spend.”

The hummgroup and FEDERATION partnership, now into its 9th year, continues to build on some stellar previous successes, including hummgroup being named Direct Marketing Organisation of the Year by the Marketing Association.