Westfield’s in-hour ad firm Scentre Group has launched its Spring/Summer 2017 campaign, ‘Fall in Love This Spring’, showcasing 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.
Bill Burton, group general manager brand & 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.
“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.
“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.
“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,” said Burton.
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 and 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
Burton said, “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.