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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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Drink Pump Make like Water
"A Man can not be pulled around the shops if posing as a mannequin" - Drink Pump and Make like water.
Client & Objective
As a part of the larger ‘Drink Pump and Make Like Water’ campaign, Pump wanted to bring to life one of Pump’s seven principles of water- Water takes on many forms.
The Senior Brand Manager for Pump wanted to create a personal connection with shoppers during the busy Christmas period, but wanted to do it in a way that drew in the crowds & created chatter.
The Campaign
Taking that principle and making light of the situation that many men find themselves in during a Christmas shopping rush, we commissioned a statue artist to pose like a mannequin next to a centre display with other real mannequins showcasing this seasons fashions.
The creative read; ‘Water takes on many forms…..A Man can not be pulled around the shops if posing as a mannequin”.
Executed in partnership with the centre as a sampling promotion, the stunt created a lot of talk and intrigue from passing shoppers, allowing the mannequin to hand out samples of Pump water and Westfield Gift Cards to particularly interested passer-bys, much to their surprise!
The brand engagement and sampling activity gathered good crowds in Westfield Albany over the two days the stunt was executed in December 2011.
The Results
We were able to give away numerous samples of Pump water to intrigued Westfield Albany customers throughout the weekend. 24 Westfield gift vouchers were given away across the two days to people who engaged with the ‘mannequin’ himself. Photos and videos were circulated via social media post the event.
The great relationship we have with Westfield BrandSpace enabled us to bring a unique experiential brand idea for Pump to life. Key to the success was a highly engaged and abundant source of shoppers, which of course Westfield Albany delivered over a key retail time of year. It delivered great talkability for the Pump campaign. Angela Broad, Senior Brand Manager, Coca-Cola Amatil - February 2012
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