sales promotion & events Westfield invited its shoppers to " Fall in Love this Spring ."
A FINE ROMANCE
Westfield ’ s “ Fall in Love This Spring ” takes a cinematic turn .
Recently launched , Scentre Group ’ s SS17 campaign , Fall in Love This Spring , highlights the ultimate occasion and showcases more than 70 retailers across fashion , housewares , and lifestyle .
Traditionally , a wedding brings together a mix of family , friends , and acquaintances . The ceremony and reception offer those attending the perfect reason to push and play with fashion boundaries . While the opening shot of the Scentre Group campaign video shows a couple driving off in the back of a pickup truck , sporting a ‘ Just Married ’ sign , it goes on to feature other celebrations like racing , formals , and parties where the same lack of rules apply .
“ Family , friends , and a sense of occasion provide a feeling of confidence for our customers to experiment with new brands and trends . With 12,100 retail outlets , Westfield is the place to do just that ,” said Bill Burton , the Australian company ’ s general manager of brand and media experience .
While the creative credits for the SS17 campaign span three production companies under the guidance of the Sibling agency , Lance Kelleher from Photoplay tops the list . Capturing the power of film and the crossover campaign ' s family theme , the director created a cinema ad that led the rollout with more than 2,500 screenings across the country . To support the nationwide strategy , Westfield counts on its connected network made up of e-mail membership lists , social media platforms , and more than 1,500 SmartScreens and SuperScreens to promote its message .
Taking into account screen location , Westfield ’ s content targeting strategy and bespoke ad technology systems increase campaign relevance and engagement . Described as an extension of Westfield ’ s owned channel network , Fall in Love This Spring uses cinema as an immersive form of direct storytelling through center and city placements , leading visual merchandising , and an integrated brand experience . As Scentre Group noted in its campaign brief , Fall In Love This Spring can be seen across 39 Westfield centers in Australia and New Zealand , as well as earned , owned , and paid channels .
Click on the window above in our digital edition to view the video .
THE TACTICS
Cinema advertising : 2,500 screens in Sydney , the NSW region , Canberra , Melbourne , Brisbane , Gold Coast , Adelaide , and Perth Broadcasting : 1,500 Westfield SmartScreens and SuperScreens Digital buying : YouTube and Facebook Social media activity : more than 40 Facebook and Instagram channels National radio via partnership
THE AFTERPAY ANGLE
To coincide with the change in season and SS17 campaign , Westfield and Afterpay , the online payment company , publicized their partnership via activations , SmartScreens , SuperScreens , and integrated content .
“ Today ’ s customer expects to move seamlessly between the physical and digital experience , and this partnership will help our retailers make this a reality . Many of our retail partners have already seen the positive impact of Afterpay online and they now see the opportunity to revolutionize the instore experience as well ,” Westfield ' s Bill Burton noted . Introduced during Westfield ’ s Fashion Weekend , the partnership allowed shoppers to take advantage of special offers and flexible payment options at the same time .
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