Briefing DAD Students Awards 2010

D&AD STUDENT AWARDSD&AD STUDENT AWARDS

‘Create a Digital Marketing Campaign to Create a Digital Marketing Campaign to captivate and inspire educated urbanites to identify with and discover Westfield London‘identify with and discover Westfield London

Westfield LondonWestfield London• Westfield London is London’s newest retail destination and

Europe’s largest inner city shopping centre Europe s largest inner city shopping centre.

• Located just three miles from Marble Arch, the centre is j ,situated in one of the most affluent areas in the UK, surrounded by the neighbourhoods of

K i t– Kensington– Holland Park– Notting Hill– Notting Hill– Chiswick– Ealinga g– Hammersmith

• The area is projected to encompass 5.5 million people with an annual total expenditure of £32.2 billion.

Westfield LondonWestfield London• The centre opened on October 30

2008 and is anchored by five stores: 2008 and is anchored by five stores: • Marks & Spencer• House of Fraser• Debenhams• Debenhams• Next• Waitrose

• Joined by over 270 further shops & nearly 50 cafés and restaurants plus a community librarya community library

• A large central Atrium hosts events throughout the yearthroughout the year

• Net-a-Porter recently signed to locate th i h d ffi ithi th ttheir head office within the centre

• A cinema and a gym will open in 2010

The UK’s most accessible mallThe UK s most accessible mall• Served by 4 underground stations

Shepherd's Bush & White City on the Central line– Shepherd's Bush & White City on the Central line– Wood Lane & Shepherd's Bush Market on the Hammersmith & City line

• Overground service connecting to Clapham Junction & Willesden Junction in under 10 mins

• Two dedicated bus stations

• 4,500 parking spaces including – 30 charging points for electric cars– secure cycle bays– secure cycle bays– vehicle management system which indicates whether a space is

• vacant (green light)• occupied (red light)• for disabled (blue light)• for parents with prams (orange light)for parents with prams (orange light)

Westfield London - ServicesWestfield London - ServicesA wide range of special services are provided to ensure an enjoyable provided to ensure an enjoyable shopping experience:

– valet parking & hand car wash– hands-free shopping

home delivery– home delivery– personal styling– free wi-fi access– kiddy car hire– hotel booking & taxi lounge– shopmobility

All co ordinated by a highly trained All co-ordinated by a highly trained multi-lingual concierge team.

Westfield London - The VillageWestfield London - The Village• The centre combines the best

of the high street with a separate of the high street with a separate area for premium brands.

• 40 luxury labels, many of which have never traded in a UK shopping centre before, are pp g ,housed in a boutique-style setting, called The Village.

• Prestigious luxury brands:– fashion– jewellery– lingerie – accessories– beauty – homeware– homeware– Champagne bar

The VillageThe Village

E l b dExample brands:

BurberryBurberryDe BeersDiorGucciJimmy ChooL i V ittLouis VuittonMiu MiuPradaPradaTiffany

Competitive London Retail ContextCompetitive London Retail ContextWith more than 40,000 shops, London is arguably the best and most competitive retail shopping market in the worldcompetitive retail shopping market in the world.

Westfield London’s key competitive set is comprised of the following:

• The West End (Oxford Street, Bond Street, Regent Street and surrounding).

• World class department stores (Selfridges, Harvey Nichols, Harrods).

• Regional shopping centres (Brent Cross).

• Boutiques offering curated merchandise within a small, authentic space (Browns, Matches, Start).

• New entrants into the UK market (WholeFoods, Abercrombie & Fitch, ( , ,Anthropologie).

• Markets (Portobello Road, Camden Lock and Spitalfields).Markets (Portobello Road, Camden Lock and Spitalfields).

Competitive OpportunitiesCompetitive Opportunities

Westfield London offers a relaxing alternative to the crowded West End.

Competitive OpportunitiesCompetitive Opportunities

Westfield London offers a relaxing alternative to the crowded West End. The mix of retailers, superior services and stunning design combine to create the ultimate shopping experience.

1. We offer protection from the elements

2 A calmer shopping experience free from severe overcrowding traffic 2. A calmer shopping experience, free from severe overcrowding, traffic congestion, noise & dirt

3 Precincted retail offer all under one roof e g kids luxury high street3. Precincted retail offer all under one roof e.g. kids, luxury, high street

4. New, market-leading premium services

5. Large events space, that can be used for concerts, product showcases etc

‘Oxford Street without the mess’‘Bond Street meets Brent Cross’

‘The best of London’s shopping all under one roof’‘The best of London’s shopping, all under one roof’

The BriefThe Brief‘Create a Digital Marketing Campaign to captivate and inspire educated urbanites to identify with and discover Westfield London‘

Creative Challenge:• Develop the brand awareness of Westfield London and communicate our unique

shopping experience that sets us apart from our competitorsshopping experience that sets us apart from our competitors.

• The digital campaign must convey exactly what Westfield London is, where it is located and why people should visit the centre instead of other current shopping located and why people should visit the centre instead of other current shopping destinations.

Considerations:Considerations:• As a retail space Westfield London has no specific product to sell - our unique selling

point lies in the experiential shopping environment that we provide.

• Think about how the worth of an online campaign could be measured (as Westfield does not sell online) e.g. in-centre customer response, increased database registrations.

Educated UrbanitesEducated Urbanites• Highly qualified, young people living in major UK cities.

• Generally have a higher income than their peers .They’re spending their money now on the things they enjoy; shopping, eating, culture and holidays and holidays.

• Work hard, play hard and are time poor. They are discerning shoppers who use the internet to make purchasesshoppers who use the internet to make purchases.

• Brand shoppers with a keen interest in contemporary fashion.

• Media Consumption– Internet usage:

• 23% for email • 8%, for 4 or more online purchases a year• 10% for home finance

– 4 hours watching TV per day– 1 hour and 46 mins listening to radio per day– 1 hour and 29 mins looking at outdoor per dayg p y– 21 mins reading national press per day. – 35% respond to direct marketing

Current Westfield Digital AssetsCurrent Westfield Digital Assets

fi ld d b i• Westfield London website

• Email database Email database

• Facebook

• Twitter

• You Tube channel

F hi bl• Fashion blog

• In-centre interactive directories

• Basic mobile website

SummarySummary

1 W tfi ld L d h h t i ti th t di ti i h bl 1. Westfield London has characteristics that are distinguishable from high street shopping and that form an attractive proposition for customers.

2. There are a high number of Educated Urbanites, an affluent customer group within the catchment area of the centrecustomer group, within the catchment area of the centre.

3. These customers demonstrate high internet usage.

Therefore:

How do we get these customers in the centre via a digital marketing campaign?