Briefing DAD Students Awards 2010


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Briefing DAD Students Awards 2010

  1. 1. D&AD STUDENT AWARDS ‘Create a Digital Marketing Campaign to captivate and inspire educated urbanites to identify with and discover Westfield London‘ London
  2. 2. Westfield London • Westfield London is London’s newest retail destination and Europe s Europe’s largest inner city shopping centre 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 Kensington i t – Holland Park – Notting Hill – Chiswick a g – Ealing – Hammersmith • The area is projected to encompass 5.5 million people with an annual total expenditure of £32.2 billion.
  3. 3. Westfield London • The centre opened on October 30 2008 and is anchored by five stores: • Marks & Spencer • House of Fraser • Debenhams • Next • Waitrose • Joined by over 270 further shops & nearly 50 cafés and restaurants plus a community library • A large central Atrium hosts events throughout the year • Net-a-Porter recently signed to locate their head ffi th i h d office within the centre ithi th t • A cinema and a gym will open in 2010
  4. 4. The UK’s most accessible mall UK s • Served by 4 underground stations – 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 – 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)
  5. 5. Westfield London - Services A wide range of special services are provided to ensure an enjoyable shopping experience: – valet parking & hand car wash – hands-free shopping – home delivery – personal styling – free wi-fi access – kiddy car hire – hotel booking & taxi lounge – shopmobility All co ordinated by a highly trained co-ordinated multi-lingual concierge team.
  6. 6. Westfield London - The Village • The centre combines the best 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 – Champagne bar
  7. 7. The Village Example b E l brands: d Burberry De Beers Dior Gucci Jimmy Choo Louis Vuitton L i V itt Miu Miu Prada Tiffany
  8. 8. Competitive London Retail Context With more than 40,000 shops, London is arguably the best and most competitive retail shopping market in the world 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).
  9. 9. Competitive 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. 2 A calmer shopping experience free from severe overcrowding traffic experience, overcrowding, congestion, noise & dirt 3. 3 Precincted retail offer all under one roof e.g. kids, luxury, high street e g kids luxury 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’ shopping,
  10. 10. The 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 competitors 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 destinations. 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.
  11. 11. Educated 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 holidays. • Work hard, play hard and are time poor. They are discerning shoppers who use the internet to make purchases 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 p day g per y – 21 mins reading national press per day. – 35% respond to direct marketing
  12. 12. Current Westfield Digital Assets • Westfield London website fi ld d b i • Email database • Facebook • Twitter • You Tube channel • F hi Fashion blog bl • In-centre interactive directories • Basic mobile website
  13. 13. Summary 1. Westfield London has characteristics that are distinguishable 1 W tfi ld L d h h t i ti th t di ti i h bl 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 centre group centre. 3. These customers demonstrate high internet usage. Therefore: How do we get these customers in the centre via a digital marketing campaign?