Westfield Shopping
INK was asked to redefine the Westfield shopping experience. Targeting its most
coveted audience segment, dubbed the Navigators, we went to work getting in the
minds of this group of shoppers to better understand what makes them tick. Developing
a brand platform of "Transform the Everyday," we explored the concept of the Westfield
shopping experience transforming from visit to visit. Executing against this strategy,
we combined breathtakingly beautiful photos of dream-like landscapes with products
shoppers would typically find in their local Westfield mall, branded in "Westfield
red." Layering in richly poetic headlines brought this campaign to life. We executed
this campaign across web, exterior and interior signage, shopping bags, advertising,
outdoor and kiosks.
Case Study
Challenge
Distinguishing Westfield from the competition as a destination.
Strategy
By focusing on the 80/20 rule, we targeted a small, but influential group of shoppers we dubbed "the Navigators" that shopped multiple times per week. This group represented only 20% of Westfield's foot traffic, but 80% of their revenue. They shopped not to purchase, but to escape. Launching a campaign that spoke to their need to escape was our primary goal.
Results
Launching the "Transform the Everyday" campaign allowed us to speak directly to the Navigators and their desire to escape the drudgery of their daily lives. By juxtaposing rich imagery of nature, with a random object found at a Westfield mall, branded in their corporate color of red, served as the foundation of the campaign. Overlaying poetic headlines signifying escapism and a zen-like quality rounded out the campaign and served as a truly unique voice in the information-saturated mall industry.