We wanted Londoners to reappraise shopping malls by showing Westfield has the best of London in one destination. Media needed to emphasise the creative concept "In a new light" to show the premium nature of Westfield and deliver the message on a personal and local level.
Outdoor was responsible for creating premium impact to an upmarket and prosperous audience - the perfect accompaniment to our magazine activity and 60-second TV spots. With Kinetic's tools and hexagon planning systems, we created precise postcode targeting to target the core audience.
A combination of premium formats including 48/96 sheets, Hallmark 350s and The Torch were centre stage. Underground cross-track 48-sheets and digital escalator panels were used and GPRS targeting on digital bus supersides delivered postcode-specific messages, such as "Clapham, have you seen the light?".
The creative was enhanced by coloured LED light displays on buses, plus "shimmercal" on taxis. On launch night, large-scale light projections on Battersea Power Station created stature and talkability and the release of 5,000 internally lit branded balloons emphasised the "New light" creative..
The launch exceeded expectations, with footfall surpassing one million in the first 10 days. Within London's historic shopping districts, footfall fell 25% at launch and brand awareness increased from 34% to 76%. The work also won Best use of outdoor in a multimedia campaign at the Clear Channel Outdoor Planning Awards.
Laura Langthorne, Account director, Arena BLM