Playing with style – driving foot traffic into a new fashion precinct

BRAND CAMPAIGN. ART DIRECTION. PHOTOGRAPHY. SOCIAL MEDIA.

The Client

Pacific Werribee – a shopping centre located in the suburb of Epping, 21km north of Melbourne’s CBD.

The Audience

A cross range of ages. Largely family-based with a rich, diverse mix of cultures.

The Brief

Inspire locals to explore the newly built ‘Fashion Mall’ in the recently renovated centre.

The Solution

Using the size and scale of this inspired new space, we crafted a strategic, design-led brand campaign anchored around the theme, ‘Seek. Find. Play.’, then brought it to life using bold, bright colours throughout the centre. To create a sense of ‘journey’, we leveraged the existing wing; playfully drawing attention to the continuous glass ceiling, and purposely hanging oversized signage lower than expected to fill the space.

At ground level, display units and floor decals guided shoppers to the Fashion Mall, while branded activations such as a claw machine, free beauty bar and ‘Selfie Station’ gave customers the chance to win giveaways and take advantage of exclusive offers. Online, our animated video content created further content marketing opportunities and increased the retail experience.

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