Creative Execution

We ‘eventised’ the launch of the Macquarie shopping centre by creating Australia’s first "SHOPPABLE CATWALK". This mobile-enabled catwalk show was hosted in centre showcasing looks from current international fashion shows and designers. The app was central to this as it enabled spectators to quickly move from inspiration, to changeroom, to purchase. The app, which utilised patented audio watermarking technology, synched with the show so spectators could instantly see the product details, know where to purchase, and save favourites to their 'Look Book'. As the show progressed, so did the app’s showcase.

Downloads 26% above target, which is over half of the total population in the surrounding suburbs. Became the top independent Shopping Centre App in Google Play. We successfully helped fashionistas create the looks from the catwalk, with nearly 14,000 looks “loved” on the app… That’s more than 70,000 individual products being saved to people’s phones. The ‘find a store’ feature was used over 26,000 times, letting us confidently say we helped shoppers navigate the centre’s new layout and leave with some killer outfits! The App created a stir within fashion & tech publications and provided approximately $500,000 worth of additional PR value. Fashionistas flocked to the centre, driving record breaking foot traffic figures, which were up 12.4% YOY and tripled our goal. Our MyMacquarie App set the global standard for shopping centre engagement, with competitors now seeking incorporation of the technology into their centres.

We were tasked to draw Sydney’s fashion elite back to the newly refurbished Macquarie Shopping Centre, reposition it from “old-fashioned” to “The Face of Fashion”. Targetting Fashionistas (fashion conscious females aged 14-34), mobiles are now the savvy shopper’s personal style assistant and looking great among their friends is critical so our task was simple: help young fashionistas get "the look". With this in mind, a key insight guided our idea and channel selection: Mobiles are now the savvy shopper’s personal style assistant. This is backed by three major trends: 1) Inspiration is in the palm of their hands 2) Smartphones tell us if the price is right 3) We’re lost without our mobile devices It was clear that mobile would be the gateway to engagement and, ultimately, lead to purchase within the Centre. The MyMacquarie App was the centrepiece of the campaign.