Westfield: Grazia Inside

Credits:

Type of Entry: Use of Media
Category: Best Use of Magazines
Title: GRAZIA INSIDE
Advertiser/Client: WESTFIELD
Product/Service: SHOPPING CENTRE
Entrant Company: ARENA BLM London, UNITED KINGDOM
Media Agency: ARENA BLM London, UNITED KINGDOM
Creative Credits
Name Company Position
Gabrielle Rossetti Arena BLM Press Manager
David Davies Grazia Managing Director
Lucy Wheeler Grazia Head Of Creative Solutions
Peter Cross Yellow Door Managing Partner
Details
Results and Effectiveness:
This partnership is one-of-a-kind: . We achieved media value close to £1.9m . 76% Westfield unprompted awareness . 61% of Grazia readers who saw the Westfield campaign told their friends about it . 42% made plans to visit . 5% of the entire Grazia circulation entered the Westfield competition . Westfield Grazia Partnership spanned 2,497,913 copies . Footfall surpassed 1m in the 1st 10 days . 148,800 people downloaded the i-phone application . Unique visits to the Westfield Website increased 6-fold in the week Grazia went live at Westfield . ROI was £18 for every £1 media
Creative Execution:
We enlisted Grazia magazine to help us bring Westfield to life. Forty-six editorial team members set up shop at Westfield for one week and produced an entire Westfield-themed issue at the scrutiny of shoppers. We ran a cover gatefold and a 16-page editorial piece weeks before the launch. We road-blocked grazaidaily.co.uk and created a competition where users could experience Westfield first-hand. A bespoke iPhone application included a directory and map for them to find their way around Westfield and fashion/beauty news from Grazia´s team. Further editorial partnership helped women to see shopping at malls “in a new light”. Conde Nast offered a £2,000 shopping spree. We created a glossy cover-wrap for the Evening Standard and polybagged ES magazine and ran a contest inviting readers to submit pictures of London “in a new light”, via a custom microsite, at the time we projected Westfield imagery on key West London landmarks.
Insights, Strategy and the Idea:
Westfield, the pioneering shopping and leisure destination, opened in London’s W12 in October. With over 265 brands, 25 styles of cooking, art and events, style advice and hands-free shopping, Westfield is as much a meeting hub as a place to shop and eat. The economic downturn, people’s negative perceptions about malls and competition from Oxford and Bond Street made our challenges even harder: • Appeal to the hard-to-reach professional and educated urbanite • Drive traffic and convey Westfield’s benefits • Incorporate Westfield into London’s everyday landscape • Make Westfield the #1 shopping center in the UK The affluent female target prefers to experience things first hand and is the trendsetter amongst friends. Our influencers are 25% more likely to read magazines for the latest styles, and magazine readers generate three times the WOM. We got magazine and journalists on-board to convince these mall-rejecters that Westfield deserved their time and money.