Westfield Says “Fall In Love This Spring” In Latest Fashion Campaign

Westfield Says “Fall In Love This Spring” In Latest Fashion Campaign
SHARE
THIS



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.

Please login with linkedin to comment

Scentre Group Westfield

Latest News

Why Purpose is Needed Now More than Ever
  • Opinion

Why Purpose is Needed Now More than Ever

Joey Calandra (main photo) is an inventiologist at leading behavioural science and innovation consultancy Inventium with over 20 years’ experience driving innovation in the health industry. In this guest post, Calandra offers top tips on rediscovering your own personal purpose… During times of crisis, like we are experiencing today, having your own personal leadership purpose […]

Opinion

by B&T Magazine

B&T Magazine
New normal trendy,stay home,work from home,social distancing concepts on covid-19 outbreak situation.safety and health care ideas
  • Marketing
  • Opinion

Five Aces To Overcoming The Pandemic For CMOs

In this guest post, Garrett Ilg, President JAPAC at Oracle, Oracle Corporation lays out how marketers can lead their businesses to recovery… The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find strategies for recovery. […]

Opinion

by Christos Tzortzis

Christos Tzortzis
NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo
  • Campaigns

NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo

The NSW Government and the Department of Education have today launched a major campaign titled ‘Maths Trains Brains’ which is aimed at changing the perception of maths and encouraging more engagement towards the subject for students from pre-kindy to Year 10. The campaign was developed by creative and digital agency Bastion Banjo with production by […]

Grill’d Sticks It To Fast Food Giants In New “Trump’d” Campaign
  • Campaigns

Grill’d Sticks It To Fast Food Giants In New “Trump’d” Campaign

Grill’d has launched a new tactical campaign ahead of the upcoming US elections, with the aim of comparing big American fast food giants with Grill’d’s home-grown, healthier approach to burgers. The tongue-in-cheek campaign depicts Donald Trump’s addiction to fast food options, such as McDonald’s, KFC, Burger King and Dominos, with the words ‘You are what […]

Debunking The Myths: The Environmental Cred Of Print Media
  • Opinion

Debunking The Myths: The Environmental Cred Of Print Media

In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]

Opinion

by B&T Magazine

B&T Magazine
Mindshare Snares Kayo’s & Binge’s Media
  • Media

Mindshare Snares Kayo’s & Binge’s Media

The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]

by B&T Magazine

B&T Magazine
Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location
  • Media

Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location

Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]

Time To Fill? Then It’s Time To Will With State Trustees Via Hardhat
  • Campaigns

Time To Fill? Then It’s Time To Will With State Trustees Via Hardhat

The new Online Will from State Trustees has launched with an unexpected campaign via newly appointed creative agency Hardhat, one that aims to turn in between moments into opportunities for action. Having a baby, moving house or exploring some thrilling new hobbies – this colourful, tongue-in-cheek campaign leverages the types of life stages that trigger […]

Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio
  • Advertising

Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio

Immersive media company Imagine Room has signed an exclusive agreement with Microsoft to build and operate Australia’s first Mixed Reality Capture Studio to drive the next generation of content production. The state-of-the-art studio uses 106 cameras to create holographic and 3D-video performance assets and create immersive and interactive experiences for virtual reality (VR), augmented reality […]