| One Show 2017 | ||
|---|---|---|
| Branded Entertainment | Experiential: Live Events | Merit |
| Direct Marketing | Ambient / Immersive: Installations | Merit |
| Cross-Platform | Experiential: Installations | Merit |
| Direct Marketing | Ambient: Live Events | Silver |
| ADFEST 2017 | ||
| Outdoor Lotus | Ambient: Large Scale | Silver |
| D&AD 2017 | ||
| Spatial & Experiential Design | Experiential Design | Wood Pencil |
| New York Festivals 2017 | ||
| Design | Use Of Medium: Environmental Design: Temporary Retail | Third Prize Award |
| Cannes Lions 2017 | ||
| Outdoor | Digital Outdoor: Ambient Experiential & Immersive Digital | Bronze Lion |
| Spikes Asia 2017 | ||
| Digital | Spatial Tech | Bronze Spike |
| Outdoor | Ambient Experiential & Immersive Digital | Bronze Spike |
Agency: Bwm Dentsu Melbourne
Client: Chadstone
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Simon Bagnasco
Copywriter: Rachel Blacklaws
Art Director: Alexandra Walding
Group Account Director: Natalia Shore
Account Director: Deanne Pascoe
Account Manager: Stephanie Bond
Onscreen Producer: Karlene van Opdorp
Head of Digital and Customer Experience: Mikael Perhirin
Digital Strategist: Mac Wright
Junior Digital Producer: Emerald Cowell
Community Manager: Danielle West
Marketing Director: Tanya Lunardon
Stylist: Sophie Barker
Production Company: Revolver/Will O'Rourke
Post House: Method Studios
Sound Studio: Front of House
Director: The Glue Society's - Luke Nuto
Creative Director: Phil van Bruchem
Creative Director: Chris Andrews
Synopsis:
The Tailor Made Store. A store which adapted and transformed to create a unique experience for each and every customer.Chadstone shoppers used a bespoke Instagram mechanic to queue for their tailor made experience. On entry, the store asked series of questions, gathering information from each customer. The kinetic structure learnt, a unique algorithm interpreted the data, and stagehands transformed the store within minutes.The cornerstone of this campaign is not TVC or OOH, it’s a fully immersive experience. One which will truly make an impression on the consumer. In a shopping centre filled with stores, our strategy was to create one more. But this store would be unlike any other shopping experience. It would be immersive, reactive and truly tailor made. The Tailor Made Store was supported by social media campaign, tactical OOH, digital banners and local press driving consumers to interact while earned media and live-streaming and online video were
Entry Summary:
Chadstone is the largest shopping centre in the Southern Hemisphere, and renovations mean it’s getting bigger. Over the last decade, Chadstone’s reputation has been tarnished due to outdated stores, a bad user experience and a negative perception of size. Our brief was to launch the new up-sized Chadstone with three key objectives. 1: Drive engagement of our core audience in a time where the population is turning to online shopping. 2: Re-build an emotional and social connection with customers and drive relevance to their lives. 3: Engage with existing customers and recruit new customers in a unique and memorable way.