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SUB CATEGORY :
BEST USE OF EXPERIENTIAL
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COMPANY ENTERING :
BWM DENTSU, SYDNEY
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ENTRY TITLE :
TAILOR MADE STORE
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BRAND :
CHADSTONE
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ADVERTISER :
CHADSTONE
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AGENCY :
BWM DENTSU, MELBOURNE
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CHIEF CREATIVE OFFICER :
ROB BELGIOVANE
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EXECUTIVE CREATIVE DIRECTOR :
SIMON BAGNASCO
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CREATIVE DIRECTOR :
PHIL VAN BRUCHEM/CHRIS ANDREWS
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COPYWRITER :
RACHEL BLACKLAWS
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ART DIRECTOR :
ALEXANDRA WALDING
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GROUP ACCOUNT DIRECTOR :
NATALIA SHORE
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CLIENT SERVICE DIRECTOR :
BELINDA MURRAY
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ACCOUNT DIRECTOR :
DEANNE PASCOE
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ACCOUNT MANAGER :
STEPHANIE BOND
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COMMUNITY MANAGER :
DANIELLE WEST
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HEAD OF DIGITAL :
MIKAEL PERHIRIN
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DIGITAL STRATEGIST :
MAC WRIGHT
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AGENCY PRODUCER :
KARLENE VAN OPDORP
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JUNIOR DIGITAL PRODUCER :
EMERALD COWELL
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FILM PRODUCTION COMPANY :
WILL O'ROURKE, MELBOURNE
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DIRECTOR :
LUKE NUTO (THE GLUE SOCIETY)
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D.O.P/CINEMATOGRAPHER :
EARLE DRESNER
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EXECUTIVE PRODUCER :
MICHAEL RITCHIE/JOSH MULLENS
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FILM PRODUCER :
ALEX KEMBER
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PROJECT CO-ORDINATOR :
PHOEBE MARKS
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PRODUCTION DESIGNER :
GUS SMITH
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STYLIST :
SOPHIE BARKER
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POST-PRODUCTION COMPANY :
METHOD, MELBOURNE
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EDITOR :
DREW MODEN
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ONLINE EDITOR :
FELICITY STALPH
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COLORIST :
CIARA GALLOGLY
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POST PRODUCER :
DOIREANN LALLY
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SPECIAL EFFECTS COMPANY :
NANGMAEWPA CO., LTD., BANGKOK
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SOUND PRODUCTION COMPANY :
FRONT OF HOUSE, MELBOURNE
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SOUND STUDIO PRODUCER :
PHIL KENIHAN
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MUSIC SUPERVISION :
TRACEY CALLAN LEVEL TWO
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ENGINEER :
PHIL KENIHAN
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CAMPAIGN SUMMARY :
AS AUSTRALIA’S LARGEST SHOPPING CENTRE, CHADSTONE IS UNIQUELY QUALIFIED TO CATER TO THE ONE THING WHICH MAKES A PERSON
UNIQUE – TASTE. TO PROVE THIS, WE CREATED THE TAILOR MADE STORE. A STORE WHICH ADAPTED AND TRANSFORMED TO SUIT EACH AND EVERY INDIVIDUAL. 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 PERSON. A UNIQUE ALGORITHM INTERPRETED THE DATA. AND STAGEHANDS TRANSFORMED THE STORE WITHIN MINUTES. TAILOR MADE PRODUCTS, LIGHTING, MUSIC AND MOOD MEANT A TRULY UNIQUE RETAIL EXPERIENCE EVERY SINGLE TIME. EACH DAY, OVER 100,000 PEOPLE HAD
A TAILOR MADE EXPERIENCE. THE STORE WAS STREAMED LIVE IN-STORE AND ONLINE AND A FILM WAS SHARED ON OUR ONLINE PLATFORMS. CUSTOMERS SHARED EXPERIENCES ON THEIR OWN SOCIAL MEDIA PLATFORMS CREATING A FURTHER 2 MILLION SOCIAL IMPRESSIONS. MAKING THIS THE MOST SUCCESSFUL LAUNCH IN CHADSTONE’S HISTORY.
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THE BRIEF :
CHADSTONE IS AUSTRALIA’S LARGEST SHOPPING CENTRE AND RENOVATIONS MEAN IT’S GETTING BIGGER. OUR BRIEF WAS TO LAUNCH THE NEW UP-SIZED CHADSTONE WITH THREE KEY OBJECTIVES. 1: DRIVE ENGAGEMENT OF OUR CORE AUDIENCE. 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.
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THE STRATEGY :
CHALLENGE: THE AUDIENCE FOR A SHOPPING CENTRE IS EVERYONE AND ANYONE. FROM 0 TO 100, ALL TYPES VISIT CHADSTONE. AND THEY’RE ALL INTIMIDATED BY ITS SIZE. SO, TO RE-ENGAGE WITH THESE CUSTOMERS, WE TURNED CHADSTONE’S SCALE TO ITS ADVANTAGE. OUR SIZE MEANS THERE’S MORE SCOPE TO PICK AND CHOOSE A UNIQUELY TAILORED EXPERIENCE. AND, IN AN ‘EXPERIENCE ECONOMY’ AWASH WITH EXCITING THINGS TO DO, IT’S PERSONALISED EXPERIENCES THAT REALLY STAND OUT AND FEEL SPECIAL.
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THE EXECUTION :
WE CREATED THE TAILOR MADE STORE. A STORE WHICH ADAPTED AND TRANSFORMED TO SUIT EACH AND EVERY INDIVIDUAL. 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 PERSON. A UNIQUE ALGORITHM INTERPRETED THE DATA. AND STAGEHANDS TRANSFORMED THE STORE WITHIN MINUTES. THE EXPERIENCE WAS LIVE-STREAMED IN STORE AND ONLINE FURTHER EXPANDING THE TAILOR MADE EXPERIENCE.
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THE RESULT :
BY ALLOWING EACH PERSON TO HAVE A UNIQUE EXPERIENCE, WE CREATED A ONE-OF-A-KIND, IMMERSIVE RETAIL STORE. TAILOR MADE PRODUCTS, LIGHTING, MUSIC AND MOOD MEANT OVER 3 MILLION POSSIBLE PERMUTATIONS AND A TRULY UNIQUE RETAIL EXPERIENCE EVERY TIME. WORD SPREAD AND OVER 100,000 PEOPLE VISITED EACH DAY, CREATING OVER 2 MILLION SOCIAL MEDIA IMPRESSIONS. MAKING THIS THE MOST SUCCESSFUL LAUNCH IN CHADSTONE’S HISTORY.