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Westfield opens Phase 2, expanding Ocean's portfolio

Westfield London Phase 2 opened this morning, adding three new digital out-of-home screens to Ocean’s portfolio.
The Gateway @ Westfield London, The Northern Totem @ Westfield London and Westfield Square launched with creative from adidas, Beats, Pandora, Samsung and John Lewis.
Shoppers flocked to the new stores, as Westfield continues to offer the lowest reliance on peak hours than any UK OOH environment.
Those stores running special events included Space NK, adidas, H&M, west elm, BoConcept, Penhaligon’s, The White Company and Emperor (continuing Westfield’s legacy of retail firsts with its first ever UK base), alongside the opening of the flagship John Lewis store, home to 230,000 square feet of retail quality.
Hailed as proof of “the resilience of London” in the face of Brexit, the launch of this second phase of Westfield London brings 80 new shops and restaurants to White City. It will in time host Ichiba (the biggest Japan Centre in Europe) and Putt Shack, a ‘world first’ in social entertainment.
Home to an annual spend of £3.2 billion, Westfield London and Stratford City combined are the second largest UK retail centre; with this Phase 2 expansion, the addition of 1,500 new homes and developments for the BBC and Imperial College we expect this success to continue well into the future.
The launch has been covered in The Times, Evening Standardand The Independent. For an in-depth look at the development, including expected footfall, audience profiles and Westfield records, read our recent Ocean “Talks” article by CMO Richard Malton.
Via: Ocean Outdoor

Bompas & Parr bring zip-line and fruit 'cloud' to Westfield in Future Forest experience

Adventure zip wires, soundscapes and fruit clouds are all part of the experience at Westfield’s Future Forest event, featuring an immersive, multi-sensory series of installations.

The event aims to highlight the future of forests and the role they play in our lives, with guests wencouraged to consider the environment, the outdoors, relaxation and their health and well-being in an engaging and accessible way.
Future Forests ran at Westfield Stratford City from 21 July to 3 August and kicked off at Westfield London this week (15 August), running until 28 August.
Last year, Bompas & Parr teamed up with Westfield to host a cocktail experience called ‘Beyond the Waterfall’. In February, Bompas & Parr created meat bouquets as part of a Valentine’s Day stunt.
Via: Event Magazine 

GORE-TEX® brings 5D experience to Westfield London

Outdoor apparel brand GORE-TEX® staged a 5D experience this weekend (8th-9th April) at The Atrium in Westfield London . The multi-dimensional brand experience, created and produced by MKTG, allowed visitors to test the range of resistances and efficiencies of the revolutionary GORE-TEX® fabric in some incredible environments.
The GORE-TEX® Brand 5D Experience kitted out visitors with GORE-TEX®  footwear and then exposed them to the elements, including wind & rain, as they experienced 5D simulations of some of the UK’s most stunning natural beauty spots.
The first location was Henrhyd Falls, the tallest waterfall in southern Wales, boasting a spectacular 90-foot drop over the edge of a rugged rock formation. Visitors could also experience the historic beauty spot of Malham Cove in North Yorkshire, with a chance to see the amazing panoramic views from the clifftop, standing at around 260-feet high.
GORE-TEX®  also ran  a competition throughout the activation, giving away a pair of men’s, women’s & children shoes every day.
An online hub will deliver rich content for outdoor enthusiasts, with a dedicated area for the experiential activation, while a paid social and earned media campaign will take the experience into the digital world.
The GORE-TEX® 5D Experience was activated through a collaboration between MKTG, Carat Edinburgh & iProspect Edinburgh.
Murray Macadam, Marketing Associate at GORE-TEX®, said: “We wanted consumers to interact with our brand in a meaningful way, and make it their brand.  Adding the experiential element into a predominantly digital campaign made that more likely and provided a hub around which all the channels, with their respective roles, could orbit.”
Luke Wretham, Senior Client Executive at MKTG, added: “The GORE-TEX® 5D Experience is a perfect example of an integrated and collaborative campaign where all digital communications are built around the activation, which sits at the heart of the media.  This is GORE-TEX® first foray into experiential and is testament to the efforts of all partners involved to execute such an original and exciting media campaign.”

Westfield unveils first UK airport campaign in Arabic

Westfield, which manages Europe’s two largest shopping destinations, has unveiled the first Arabic language campaign at a UK airport to celebrate the Islamic festival of Eid. The initiative began on 17 July and will run for a week.
The campaign, which was planned by Arena Media, bought through Posterscope’s international division PSI and broadcast by UK airport advertising expert Eye Airports, targets Arabic speaking passengers who arrive at London Gatwick Airport on the thrice-daily Emirates flights from Dubai. Adverts will be broadcast on Eye Airports’ Arrivals Gallery and Arrivals digital six-sheets to coincide with the landing of each flight.
A UK airport first: The message reads “Welcome to London! Discover the ultimate world class shopping experience”
Advertising visuals, which use a mixture of English and Arabic language, encourage shoppers to visit Westfield’s shopping malls at Shepherd’s Bush and Stratford in London using the message “Welcome to London! Discover the ultimate world class shopping experience.”
The Middle East market now accounts for a 25% of non-EU spend at Westfield, the company noted. Post-Ramadan spend in Westfield London’s luxury quarter, the Village, has increased +64% year-on-year with spend up +75% in the mall.
Westfield said it expects to see an increase in visitors over Eid, with designer brands such as Louis Vuitton, Burberry, Mulberry and Gucci benefiting most from the Ramadan rush. To further enhance the shopping experience during this time, Westfield also has a dedicated concierge team offering personal chauffeurs, valet parking, handsfree shopping, personal styling and tax-free shopping.
Westfield UK & Europe Director of Marketing Myf Ryan said: “Shoppers from the Middle East are an important market for Westfield and we expect to see a significant number of international and domestic Middle Eastern visitors head to our centres this year as they celebrate Eid. This market is attracted to Westfield’s luxury offer, our services and our extensive leisure and dining options. This campaign at Gatwick Airport gives us the opportunity to reach this audience as soon as they arrive in London and deliver an impactful welcome message.”
Arena Media Group Business Director Abi Ward commented: “With shopping power from the Middle East becoming increasingly significant at Westfield, this campaign demonstrates that, yet again, Westfield is fully in tune with its audience, and putting customers first.”
Robin Hall, Managing Director of PSI, said: “Travellers from the Middle East enjoy spending time and money in the shopping facilities offered by London and, by using flight data, we have been able to target passengers as they arrive at Gatwick and serve them relevant messaging in their local language.  The benefit of better targeting and increased awareness and positive association has been made possible through high quality digital sites in Gatwick with the ability to serve dynamic messaging, which will help drive this high spending consumer to the world class Westfield malls.”

Fairy Launches World’s Largest Cake Sculpture Record Attempt for Charity

Fairy broke the GUINNESS WORLD RECORDS title for the largest cake sculpture to raise funds for its long-term charity partner Make-A-Wish at Westfield London from Friday, November 28 to Sunday November 30 2014. TV favourite Amanda Holden revealed the launch.
Supporting Fairy’s epic challenge was an interactive game and out of home campaign planned by Starcom MediaVest and created by Grey London. The campaign, exclusive to Westfield London on Ocean’s Eat Street @ Westfield London, invited people to help Fairy in its gigantic clean up challenge.
Players outside Westfield London were invited to compete against each other to locate golden coins hidden amongst a series of dirty plates that they needed to wipe clean. Up to three individuals could play against each other using iPads connected to the full motion digital screen.
The total amount raised for Make-A-Wish was recorded by a giant totaliser featured on the digital screen at the main entrance to Westfield London, which broadcasted individual messages of congratulations to the winning players, asked shoppers to text a number to donate £3, and invited everyone to head into the shopping centre for a real slice of the action.
Fairy’s campaign also featured across nine other Ocean screens across London, Birmingham, Manchester and Bristol.
Via: Ocean Outdoor

Exterion Media Celebrates Dylan Thomas Centenary Festival at Westfield

Exterion Media is excited to announce it has joined forces with Griff Rhys Jones and Game of Thrones star Owen Teale to promote the Dylan Thomas in Fitzrovia festival celebrating the 100th anniversary of Thomas’ birth.
Advertisements showcasing the festival’s highlight event, a performance of Under Milk Wood starring Owen Teale are currently on display on Exterion Media’s LCD pods at Westfield London and on the “North Star” HD LED screen at the gateway to Westfield Stratford.
The Dylan Thomas in Fitzrovia festival is a brand new festival for London. Fitzrovia is an area which played an important part in Thomas’ life and career, and the festival is bringing a huge variety of arts and entertainment to the Capital. Teale’s performance is his only date in Central London and is part of a week of festivities taking place.
Festival patron Griff Rhys Jones, commented,
“This is a new festival for London and we want to raise awareness of the performances and activities on offer. We all know that London is one of the busiest cities in the world, and the arts represent a very crowded space. With the help of Exterion Media we are able to cut through some of that noise and engage with a young, urban, highly connected audience.”
Jason Cotterrell, Managing Director, Exterion Media added,
“Westfield is an ideal location for showcasing this event given its unique quality as a ‘platform for fame’, giving brands unparalleled access to the right audience, in the right environment, at the right time. At Westfield, consumers are relaxed, enjoying themselves and in the mindset of spending money. We strive to connect brands with the right audience and are delighted to help Griff and the festival with their aim of bringing the works of Dylan Thomas to as many Londoners as possible.”
Via: Exterion

Arena Media and Posterscope Launch Integrated Mobile and OOH Campaign for Westfield

From the 28th July until the 10th August, Arena Media and Posterscope will be launching an integrated mobile and Out-of-Home campaign for Westfield. This campaign builds on the success of our recent integrated mobile and OOH media recommendations for the brand.
The campaign, which is targeted at families and young professionals and spans across the summer holidays, aims to build awareness of Westfield’s retail and leisure offering, as well as highlighting their live events and entertainment programme. The objective of the campaign is to position Westfield as ‘the place to be’ during this period; increasing footfall, driving turnover for retailers and increasing customer dwell time.
The campaign features a “Best of London” theme which focuses on film, fashion, food, art, music and theatre, with relevant offers being highlighted across both OOH and mobile display media.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s target postal sectors for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile display media has the role to amplify 6 sheet posters.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media.

Innovative Mindpong Game Gets People Thinking About Brain Tumours

If a nice game of Pong is on your mind, then get yourselves down to London Westfield on Monday, June 16th for an innovative new version on Ocean’s Eat Street screen to raise awareness and donations for The Brain Tumour Charity.
Announcing its launch, Maurice Saatchi, Founding Director at M&C Saatchi which created the game, said: “I hope this interactive game hooks the player and helps people appreciate the brilliant work of The Brain Tumour Charity.”
Mind Pong is a two player game based on the iconic arcade game, Pong, but with one significant difference: it uses breakthrough electroencephalography (EEG) technology to read brain waves, replacing the need for handheld controls.
Instead, a Velcro-attached headband monitors electrical activity in players’ brains, connecting them directly to the Eat Street digital screen. Players can move the on-screen paddle up and down by simply concentrating (up) or relaxing (down).
Mind Pong was a winner in Ocean’s Art of Outdoor creative competition. Players will be asked for a £1 donation to play. The initiative will be supported on Twitter during the event #MindPong.
Via: Ocean Outdoor
 

Sound Shower on Eat Street @ Westfield for Disney’s Maleficent

Ocean’s Sound Shower technology, ‘ShoutOut’ is back and better than ever before on Eat Street @ Westfield for the film trailer of Disney’s new film Maleficent starring Angelina Jolie. The combined efforts of sound, image and motion deliver maximum impact for consumer attention out of home.
The campaign was planned and booked by Posterscope and Carat.
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Westfield Launches Integrated Mobile and OOH Campaign Using xAd

Westfield has launched an innovative integrated mobile and Out-Of-Home campaign, with the aim of positioning the shopping centres as the place to be for entertainment.
The campaign, planned by Arena, showcases the breadth of offer available for the full day out experience at both Westfield Shepherd’s Bush and Stratford.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s performance data for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile not only amplifies 6 sheet posters, but plugs gaps in the OOH media plan where OOH infrastructure does not exist or is not available.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media as well as the analysis of Westfield store performance data.
Planned and bought by Arena and Posterscope, with creative by Portas, the integrated campaign will run for two weeks from today (2nd June).
Ryan Hedditch, Integration Client Director, Posterscope, said: “This campaign is particularly innovative as it connects both OOH media and hyper-local mobile display targeting with xAd. The analysis of Westfield’s performance data played a key part in establishing a role for mobile display media on this plan – providing the opportunity to plug the gaps in our OOH recommendation as well as amplifying OOH media locations.”