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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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Westfield Kids Play Area with Persil
Westfield and Persil have joined forces to create a series of new branded indoor playgrounds for preschoolers.
Client & Objective
Westfield worked on the creative kids play areas concept for many months before approaching Persil - a deal brokered by Amanda Cater at Spark PHD.
Westfield undertook research with focus groups to ensure the brand fit was right and would be welcomed by parents, guardians and shoppers.
Persil took the opportunity to partner with Westfield in an effort to align with its sponsorship of the Small Whites (Soccer Land is one of the areas in the playground) and amplify its brand position ‘Dirt is good’.
The Design
The concept of children’s play area evolved to feature the Persil ‘splat’ logo as the playground centrepiece.
Each play area has a land theme and each component has been specially selected to engage preschooler’s motor skills and entice them to ‘discover, hide and seek, build and jump.
The new play area gives Persil the opportunity to provide children with a fun activity that will help develop their skills thus, giving Kiwi kids a place to play indoors.
The Partnership
“We wanted our sponsor’s brand to be an integral part of the play areas – rather than just a logo stuck on the side,” says Westfield. “Incorporating the playful Persil ‘splat’ into the build of the play areas was a fun and quirky way for us to achieve this.
The WKids Preschool Play Areas initiative has demonstrated the partnership that can be developed with Westfield’s BrandSpace team beyond the traditional experiential, roaming, product sampling, pop-up retail and large format media platforms.
The BrandSpace team continue to develop marketing platforms and sponsorship opportunities across the Westfield portfolio with brand partners in mind.
The Rollout
WKids preschool play areas with Persil have been unveiled at Westfield Glenfield, WestCity, Chartwell, Pakuranga and 277 Newmarket with the balance scheduled to open through October and November 2011.
We wanted a distinct way to demonstrate the fun, creative elements of our brand. We believe that constructive play helps children learn and express their creativity. The Persil sponsored Westfield Kids Prescholl Play Areas won’t get your kids as grubby as making mud pies in the garden will but they’ll certainly enhance their play experience Georgia Rogers, Senior Brand Manager, Persil
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