Westfield partnered with Chaos to rejuvenate its shopping experience following a four-way pitch process. Chaos were part of the Guildford Friary Centre revamp, helping increase the footfall, along with working with them on seasonal campaigns.
Relaunching Westfield - consumer advertising campaign
Westfield selected Chaos to lure shoppers from the nearby High Street to their revamped Friary shopping centre in Surrey's Guildford High Street. They wanted a distinctive brand awareness advertising campaign and they wanted it yesterday!
Chaos responded with designer dressed models splashed in paint with the idea ‘The Friary refashioned’. Models apparently doing the re-furb themselves blended attitude and designer chic perfectly to create a striking campaign.
Cleverly integrated across ambient and print media, the campaign caused a buzz.
The opening day was up 58% in footfall compared to the previous year, with the opening week up 9.2% overall. Existing retailers saw significant increase in sales, some in the region of 62%+.
Westfield Christmas advertising campaign
Seasonal graphics for multi-channel use are retail’s everyday heartland. Chaos refreshed campaign visual language with imagery of requested retail stock that promoted the participating stores with a smart use of words and pictures, compelling more visitors to the centre due to the variety of choice on offer.
Everything you need is available, all in one place. For the Christmas campaign, using a kaleidoscope array of product shots meant we could adapt supplied imagery into festive shapes, reflecting the ever changing retail offering Westfield delivers, as well as implying there is plenty for everyone to choose from!