Westfield invites customers to 'fall in love this spring' in latest campaign via Sibling Agency

Screen Shot 2017-09-07 at 12.42.41 pm.jpgScentre Group via Sibling Agency, has launched its Spring/Summer '17 campaign, 'Fall in Love This Spring', which showcases over 70 retailers across fashion, homewares and lifestyle.

The campaign brings together a diverse group of family and friends for the ultimate occasion, a wedding, as a celebrated event and the perfect excuse to experiment with fashion. The work captures the full breadth of the season using additional key occasions like racing, formals and parties to showcase the fashion, food and lifestyle categories on offer at Westfield.

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Bill Burton, group general manager brand and media experience, Scentre Group said the latest Spring campaign is an evolution of the Autumn Winter approach, continuing the family theme and focus on occasions.

Says Burton: "Family, friends and a sense of occasion provide a feeling of confidence for our customers to experiment with new brands and trends, and with over 12,100 retail outlets Westfield is a trusted place to do just that."

Directed by Lance Kelleher, the vibrant, spring cinema ad will lead the campaign roll-out with over 2,500 screenings across the country, supported by Westfield's connected network including 1,500+ SmartScreens and SuperScreens, email and social.

The campaign will utilise Westfield's bespoke ad technology systems to optimise campaign content by screen location throughout every centre. This advanced level of content targeting allows customers to enjoy content that is more relevant and more engaging based on the surrounding brands and retailers reflected in the campaign.    

Says Burton: "We see cinema as an extension of our owned channel network, targeting our audiences with placements in our centres and beyond. The highly immersive format enables deeper storytelling to a captive and engaged audience.

Screen Shot 2017-09-07 at 12.42.54 pm.jpg"The cinema creative direction is then seamlessly integrated with the in-centre brand experience. We've taken our visual merchandising to the next level - bringing to life the fashion, imagery and vibrancy of the cinema ad in our all Westfields and featuring across our retailer activity and owned digital channels."

The integrated campaign will launch across 39 Westfield centres in Australia and New Zealand as well as earned, owned and paid channels, including:

·       Cinema advertising across 2,550 screens across Sydney, NSW regional, Canberra, Melbourne, Brisbane, Gold Coast, Adelaide, and Perth
·       Broadcast across the Westfield SmartScreens & SuperScreen network - over 1,500 screens
·       National radio partnership
·       Digital buy across YouTube and Facebook
·       PR and social across 40+ Facebook and Instagram channels

The campaign features this season's trends, looks, dresses, tops, skirts, jumpsuits, floral, sequins, tulle, lace and accessories from Australian brands including: Alice McCall, Sass & Bide, Camilla, Cue, Seed, Witchery, Swarovski, Karen Walker, Hugo Boss, Scotch & Soda and M.J Bale, all available to buy at Westfield shopping centres.

Westfield and leading retail payments innovator, Afterpay are launching a partnership in line with Spring, with activations, SmartScreens and integrated content driving awareness of the payment platform in stores within Westfield.

Says Burton: "The Westfield footprint and access to millions of visits per week will bring physical scale to the Afterpay platform.

"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 revolutionise the in-store experience as well. Timed to launch over Westfield's Fashion Weekend will mean customers can take up hundreds of offers with greater flexibility on how they pay."

Afterpay has reported it processes over 15 per cent of total online fashion retail sales and the Westfield partnership paves the way to offer customers their favourite way to pay in-store.

Scentre Group has launched the SS17 integrated national fashion campaign through Sibling Agency, the full-service agency offering established by WPP AUNZ dedicated to the Westfield brand.

Sibling Agency
Managing Director: Mandy Galmes
Creative Director: Penny Buck 

Senior Art Director: Jennie Ko
Senior Art Director: Annabelle Gaspar
Group Account Director: Vanessa Boueyres
Project Lead: Sarah Hazen
Senior Project Manager: Caz O'Neil
Media Director: Brett Carson
Media Context Manager: Lucy Evans
PR Director: Laura Barette
Head of Studio: Grant Hendren

Production Company: Photoplay
Director: Lance Kelleher
Executive Producer: Oliver Lawrance
Producer: Emma Thompson
DOP: Simon Ozolins
Editor: Rohan Zerna - The Butchery
Post Production: The Refinery
Casting: Toni Higginbotham

Production Company: Hogarth
Director: Ted O'Donnell
Senior Producer: Siobhan Crowley
1st Ad: Dimitri Ellerington
Stylist: Nicole Adolphe
H&MU: Claire Thomson
 
Production Company: Jack Nimble
Content Creative: Adam Wise
Content Creative: Angus Mullane

8 Comments

Insider said:

Wasn't this account going to VML?

I'm too sexy for my shirt said:


"Family, friends and a sense of occasion provide a feeling of confidence for our customers to experiment with new brands and trends, and with over 12,100 retail outlets Westfield is a trusted place to do just that."

With a few Eastern Suburbs exceptions, your average Westfield Shopping Centre features large swathes of ugg boots paired with track pant wearing types. Hence no-one goes to Westfield for trends, they seek out individual brands for that advice - online, not instore.

As for the Afterpay partnership, that positions Westfield as a debt-pimp to those that can least afford to spend on big name fashion.

Both Sibling and Westfield are removed from reality this Spring.

sweet as said:

looks like an awesome party, wish i was there

You could download said:

This from Getty. Consumers will be blown away with the insight.

Awful said:

Just awful.

Oh yeah said:

Thank god for the watermark..!

Blah blah blah said:

Is it just me or is cinema an odd choice to be the leading channel for this
campaign?

Yeah nah she’s a good old girl said:

Yeah nah she’s a good old girl

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