Moon created ‘The Collaboration’ campaign – aimed at the ‘sweet spot’ of collaboration between customers, the ‘fashion leader’ and Westfield designers/retailers. A consistent language and look and feel meant the campaign was truly multi-channel in its execution. The Collaboration was rolled out across Westfield’s magazine ‘Shine’, in-centre POS, events and the Westfield website
Moon also launched The Collaboration microsite, sitting within the Westfield website, but offering a different online experience for customers. Using a content aggregation strategy, Moon built a consolidated hub from various partners, bloggers, stylists, social media and Moon-produced digital video content.
This content hub perfectly captured and rendered Westfield as a style leader and centre for the key trends of the season in a highly sophisticated way.
Moon’s ‘cluster’ brand guidelines have been positively embraced by all centre marketing teams across the country and Moon was selected to launch the successful 2011 Westfield Sydney development with an exciting integrated campaign.
Post-campaign, Westfield has seen the overall digital reach exceed their target of 1.4m, with 1.5 million unique users visiting in the 8 weeks it was live.