Posts

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.”

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

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.
[vimeo width=”300px” height=”200px”]95735103[/vimeo]

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.”

Westfield to Trial NFC Technology Within the Next 9 Months

Westfield, the shopping centre group, is looking to trial geolocation and NFC technology within the next six to nine months, revealed Myf Ryan, Director of Marketing UK & Europe for Westfield, at the British Retail Consortium’s omni-channel conference.
Following a presentation on what bricks and mortar retailers need to do to connect with the ever changing habits of consumers, Ryan was asked what Westfield was doing around NFC technology.
While Westfield London has hosted NFC initiatives from other media owners like CBS Outdoor UK, she admitted that Wesfield itself hasn’t done a lot, citing the “very interesting debate” happening around brands harnessing the data transmitted by devices and using it to target consumers in a specific area with messaging around offers or in-store deals.
“We haven’t specifically trialled geolocation or NFC technology yet but we are working with our digital team in San Francisco and it is something we are looking to trial within the next six to nine months,” she said.
Discussing more widely what bricks and mortar retailers need to be doing to connect with the digitally minded consumer, Ryan added that creating a destination is key to success.
“There is a much bigger focus on the experience, focussing on fewer but bigger flagship destinations. Creative destinations are also being delivered by immersive experiences, they are a means of capturing the consumers’ attention but it is important that they are placed at the centre of the action,” she said, later adding that technology is an enabler of this.
“The next stage of the digital and physical convergence is to enable highly immersive shopping experiences in whatever environment they are in and whatever device they may be using. One reason for doing this may be financial, omni-channnel consumers spend four times as much as people shopping through traditional channels,” she said.
She went on to discuss research commissioned by Westfield which found that, at minimum, having a decent mobile signal when shopping is important for more than 80 per cent of its shoppers and added that free WiFi results in a considerable uplift in engagement, although it has not been made mandatory for Westfield retailers.
This is all the more important in the UK where Ryan believes consumers are much more sophisticated when it comes to navigating a brand’s mobile offering.
“Looking at the Western global world – so UK, USA, and Australia – UK consumers are far more advanced. They are more at ease in the digital world,” she said.
Ryan praised a number of brands for their efforts in bringing the physical and online worlds together, including luxury retailers like Burberry and Louis Vuitton, but ended by saying that for her John Lewis is one of the stand out retailers with its compelling in-store, online, mobile and click and collect offering.
Via: The Drum

Portfolio Items