Chadstone Outdoor, Design & Branding, Case study The Tailor Made Store [presentation image] by BWM Dentsu Sydney

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The Tailor Made Store [presentation image]

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Industry Department Stores & Shopping Malls
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market Australia
Agency BWM Dentsu Sydney
Executive Creative Director Simon Bagnasco
Creative Director Chris Andrews, Phil Vanbruchem
Art Director Alexandra Walding
Copywriter Rachel Blacklaws
Production Revolver/Will Orourke
Released October 2016

Awards

Cannes Lions 2017
Outdoor Digital Outdoor: Ambient Experiential & Immersive Digital Bronze Lion

Credits & Description

Title: The Tailor Made Store
Agency: Bwm Dentsu
Brand: Chadstone Shopping Centre
Country: Australia
Entrant Company: Bwm Dentsu, Melbourne
Advertising Agency: Bwm Dentsu, Melbourne
Media Agency: Vizeum, Melbourne
Production Company: Revolver/Will Orourke, Sydney
Executive Creative Director: Simon Bagnasco (Bwm Dentsu Aust)
Creative Director: Phil Vanbruchem (Bwm Dentsu Aust)
Creative Director: Chris Andrews (Bwm Dentsu Aust)
Head Of Digital And Customer Experience: Mikael Perhirin (Bwm Dentsu Aust)
Planner & Consumer Experience Analyst: Mac Wright (Bwm Dentsu Aust)
Group Chief Creative Officer: Rob Belgiovane (Bwm Dentsu Aust)
Writer: Rachel Blacklaws (Bwm Dentsu Aust)
Art Director: Alexandra Walding (Bwm Dentsu Aust)
Onscreen Producer: Karlene Van Opdorp (Bwm Dentsu Aust)
Junior Digital Project Manager: Emerald Cowell (Bwm Dentsu Aust)
Community Manager: Danielle West (Bwm Dentsu Aust)
Director: Luke Nato (Glue Society)
Executive Producer: Josh Mullens (Revolver/Will Orourke)
Dop Lighting Cameraman: Earle Dresner (Revolver/Will Orourke)
Synopsis:
The Tailor Made Store. A store which adapted and transformed to create a unique experience for each and every customer.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 customer. The kinetic structure learnt, a unique algorithm interpreted the data, and stagehands transformed the store within minutes.The cornerstone of this campaign is not TVC or OOH, it’s a fully immersive experience. One which will truly make an impression on the consumer. In a shopping centre filled with stores, our strategy was to create one more. But this store would be unlike any other shopping experience. It would be immersive, reactive and truly tailor made. The Tailor Made Store was supported by social media campaign, tactical OOH, digital banners and local press driving consumers to interact while earned media and live-streaming and online video were
Entry Summary:
Chadstone is the largest shopping centre in the Southern Hemisphere, and renovations mean it’s getting bigger. Over the last decade, Chadstone’s reputation has been tarnished due to outdated stores, a bad user experience and a negative perception of size. Our brief was to launch the new up-sized Chadstone with three key objectives. 1: Drive engagement of our core audience in a time where the population is turning to online shopping. 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.