Westfield flies 'Ellen' stars Sophia Grace + Rosie to OZ for Christmas campaign via OGB and Moon

Screen Shot 2014-10-27 at 10.18.52 am.jpgWestfield has today announced that its national Christmas campaign via One Green Bean and Moon Communications Group, will be fronted by the YouTube mini superstars, now regular guests on The Ellen Degeneres Show, Sophia Grace and Rosie.

The pair will visit Australia for the first time as Westfield's Happy Giving Experts to help shoppers pick the perfect gifts that deliver the best (and sometimes hilarious) reactions.

Says Sarah Cleggett, general manager marketing at Scentre Group: "At Christmas, shoppers are not shopping for 'things', but for people. It's the reaction to a well thought out gift that can be more important than the things we buy.

"We are excited to welcome Sophia Grace and Rosie on their first trip to Australia and share their top gift selections this Christmas."

Focused on the joy of giving, the integrated campaign featuring Sophia Grace and Rosie will be pushed out across owned, earned and paid channels and includes:

  • Appearances at three Westfield centres: Tuesday 2 December at Westfield Miranda, NSW, Thursday 4 December at Westfield Southland, VIC and Saturday 6 December at Westfield Garden City, QLD
  • A series of video content pieces on their top gift picks for their celebrity friends, parents and family http://www.youtube.com/user/westfieldfashion.
  • In-centre communications: print and digital screens across 39 Westfield shopping centres
  • Custom publishing: circulation of approximately 500,000 bespoke gift catalogues featuring over 1,000 gifts
  • The launch of new Gift Finder functionality on westfield.com.au
  • Dedicated social, direct and national publicity campaign
  • In-centre experiential activities
  • Digital and print advertising

With Christmas the busiest time of year for shopping centres, the Happy Giving campaign will be supported by general Christmas activity at all Westfield centres including:

  • Santa's arrival and GiveAbility Day on 8 November (9 November in South Australia). GiveAbility Day is Westfield's national day to raise funds and awareness for Westfield charities - supporting kids and families living with a disability.
  • Super Saturday on 6 December - a day of national offers and events in centre
  • Extended trading hours from December
  • A range of experiential events in all centres from October - December.
Creative/PR agency: One Green Bean
Creative/Production agency: Moon Communications Group
Media agency: IKON
Custom publishing: Bauer Media


that'll work said:

That's going to be great - if they can keep it natural - very watchable

Hmm said:

PR idea. OGB drives this businesses advertisements.

Has Christmas come to this? said:

I actually find this disturbing. Really, I do.

It might actually result in a Hong Kong style demonstration on anti-Christmas consumption.

The parents of those children need a smack.

Envy said:

It could be a winner. Please execute it properly!

Marrianne said:

What brilliant Brand Ambassadors for Westfield.
Perfectly engaging and endlessly watchable for social media sharing.

Wish I had snapped them up first.
Big W and Target must be kicking themselves.

Experience from a few agencies... said:

OGB. Great at taking credit for everything they don't do.

But on the upside, great at taking credit for crap like this.

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