1 2
 
 
  • SUB CATEGORY :
    BEST USE OF EXPERIENTIAL
  • COMPANY ENTERING :
    BWM DENTSU, SYDNEY
  • ENTRY TITLE :
    TAILOR MADE STORE
  • BRAND :
    CHADSTONE
  • ADVERTISER :
    CHADSTONE
  • AGENCY :
    BWM DENTSU, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    ROB BELGIOVANE
  • EXECUTIVE CREATIVE DIRECTOR :
    SIMON BAGNASCO
  • CREATIVE DIRECTOR :
    PHIL VAN BRUCHEM/CHRIS ANDREWS
  • COPYWRITER :
    RACHEL BLACKLAWS
  • ART DIRECTOR :
    ALEXANDRA WALDING
  • GROUP ACCOUNT DIRECTOR :
    NATALIA SHORE
  • CLIENT SERVICE DIRECTOR :
    BELINDA MURRAY
  • ACCOUNT DIRECTOR :
    DEANNE PASCOE
  • ACCOUNT MANAGER :
    STEPHANIE BOND
  • COMMUNITY MANAGER :
    DANIELLE WEST
  • HEAD OF DIGITAL :
    MIKAEL PERHIRIN
  • DIGITAL STRATEGIST :
    MAC WRIGHT
  • AGENCY PRODUCER :
    KARLENE VAN OPDORP
  • JUNIOR DIGITAL PRODUCER :
    EMERALD COWELL
  • FILM PRODUCTION COMPANY :
    WILL O'ROURKE, MELBOURNE
  • DIRECTOR :
    LUKE NUTO (THE GLUE SOCIETY)
  • D.O.P/CINEMATOGRAPHER :
    EARLE DRESNER
  • EXECUTIVE PRODUCER :
    MICHAEL RITCHIE/JOSH MULLENS
  • FILM PRODUCER :
    ALEX KEMBER
  • PROJECT CO-ORDINATOR :
    PHOEBE MARKS
  • PRODUCTION DESIGNER :
    GUS SMITH
  • STYLIST :
    SOPHIE BARKER
  • POST-PRODUCTION COMPANY :
    METHOD, MELBOURNE
  • EDITOR :
    DREW MODEN
  • ONLINE EDITOR :
    FELICITY STALPH
  • COLORIST :
    CIARA GALLOGLY
  • POST PRODUCER :
    DOIREANN LALLY
  • SPECIAL EFFECTS COMPANY :
    NANGMAEWPA CO., LTD., BANGKOK
  • SOUND PRODUCTION COMPANY :
    FRONT OF HOUSE, MELBOURNE
  • SOUND STUDIO PRODUCER :
    PHIL KENIHAN
  • MUSIC SUPERVISION :
    TRACEY CALLAN LEVEL TWO
  • ENGINEER :
    PHIL KENIHAN
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.