Scentre Group says Westfield will take the nanna approach this Christmas in new work via Sibling
Scentre Group has announces its 2016 Westfield Christmas campaign with the ‘Nanna Squad,’ bringing together Australian showbiz legend Patti Newton, celebrity stylist Lesley Crawford and restaurateur, Angie Hong as the faces of its team of glamorous Christmas experts.
The campaign will go live today across earned, owned and paid channels, including website, the Westfield connected screen network of over 1,300 screens, a custom published Gift Guide, a programmatic digital buy as well as PR and social.
This season the Westfield Nanna Squad will deliver over 200 years of Christmas experience, bringing together Patti, the consummate entertainer who captures the crowd; Lesley, the timeless stylist with a keen eye for luxury and Angie, the host with the most, whose clever kitchen short cuts will help customers whip up a feast to impress, without the stress.
Through high-definition Smartscreen videos, in-centre appearances, and online at Westfield.com.au, the nannas are the ultimate team of problem solvers, revealing their Christmas cheats all season long. In a short and light-hearted film Patti, Lesley, and Angie share their take on common Christmas woes.
Says Bill Burton Group GM, brand and media experience, Scentre Group: “Christmas is a time for getting together with family and friends but we know our customers can feel the pressure to deliver at this time of year – whether it’s finding the ideal gift or serving a restaurant-quality feast.
“Evolving last season’s All We See is Joy platform, this year we’re taking the ‘Nanna approach’ to the Christmas, helping our customers enjoy what’s most important, without sweating the small stuff.”
Following launch, Westfield’s newest brand ambassadors will share their expertise in live appearances and workshops at select Westfield centres across the country through November and December.
Westfield will again offer curated gift guides on Westfield.com.au, featuring expertly-selected picks for the full gamut of family and friends from over 200,000 products available on the website.
The ‘Nanna Squad’ will be supported by activity at 35 Westfield centres across the country including:
• Santa’s arrival in Westfield Shopping Centres across the country from 12 November
• The return of Super Saturday, a day of exclusive offers, events and entertainment on 3 December
• Extended trading hours nationally from 14 December
• 32+ hours of non-stop shopping at select centres on 23 – 24 December
• Sensory Santa: Sensory Santa gives children with a disability or special requirements the opportunity to meet Santa in a quiet, private and sensory-friendly environment
• Santa Pet photography
Scentre Group will launch the ‘Nanna Squad’ integrated national campaign through Sibling Agency, the purpose-built, full-service agency offering established by the WPP Group dedicated to the Westfield brand.
Agency: Sibling
Managing Director: Fleur Marks / Sibling
General Manager: Belinda Wearne / Sibling
Creative Director: Penny Buck / Sibling
PR Director: Allison Larkin / Sibling
Media Director: Brett Carson / Sibling
Strategist: Matt Bowden / Sibling
Senior Art Directors: Annabelle Gaspar / Jennie Ko / Sibling
Head of Production: Abby Hunt / Sibling
Producer: Emily Fitzpatrick / Sibling
Head of Studio: Grant Hendren / Sibling
3 Comments
Whoar. Turgid.
Westfield really needs to dump this mob.
Patty Newton? Why not Denise Drysdale and Jacki MacDonald? If you’re going to do 90s ads, at least do it with genuine 90s icons.
Kath & Kim ha ha such bitter and unintelligent feedback. This campaign seems to be highlighting women of age from different demographics. Clearly you have a lot to learn from these women.