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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 pick-up 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 GM 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 a connected network 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 on earned, owned, and paid channels.
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 in-store 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.
Feb.
2018
2018
Posted in Advertising Campaigns
