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Case Studies
Westfield BrandSpace are proud to be able to showcase a diverse range of recent campaigns completed within our centres.
The case studies presented cover all aspects of the business from experiential space and media campaigns, through to recent brand partnerships and spectacular media installations. If you are interested in case studies specific to Experiential, Media or Brand Partnerships, please use the filter to refine your search. The filter can also provide examples of integrated client campaigns. These clients combined Experiential with Media, Experiential with a Brand Partnership, and/or used dual media options to maximise brand exposure to consumers in a high quality retail environment.
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BMW X1
BMW New Zealand in partnership with agency Draft FCB wanted to break with tradition for the media launch of the BMW X1.
Client and Objective
Draft recommended utilising Westfield centres, where BMW would be able to directly introduce the new X1 to the New Zealand consumer.
The goal was to introduce the BMW brand to the mainstream market in a relaxed environment, and to educate people that BMW is in fact not out of reach, but accessible to all ends of the market.
The Campaign
BMW utilised four Westfield centres across New Zealand. Brand ambassadors facilitated by Phenomenon Promotions were chosen to educate the consumer, while capturing interested consumers information.
The Results
The BMW X1 experiential activity delivered and met all expectations. Based on historical foot-traffic, this allowed the BMW X1 to be exposed to many thousands of Westfield Shoppers and allowed the opportunity for shoppers to interact with the brand and new vehicle.
Agency Quote
"It was fantastic working with such a highly regarded brand such as BMW, the Westfield shoppers were pleasantly surprised at the price point and quality of the X1.
By offering a free test-drive the general public truly engaged with the ambassadors and raised awareness of the BMW service."
Regan Houlihan - Senior Account Executive - Phenonmenon Promotions
The data collected allowed us to make contact with a conquest audience and encourage people into dealerships for test drives - which we achieved! Chanel Ammon - Intergrated Marketing Manager - BMW New Zealand
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