| Title | THE TAILOR MADE STORE |
| Brand | CHADSTONE SHOPPING CENTRE |
| Product / Service | CHADSTONE SHOPPING CENTRE |
| Category | G02. Spatial Tech |
| Entrant | BWM DENTSU Melbourne, AUSTRALIA |
| Idea Creation | BWM DENTSU Melbourne, AUSTRALIA |
| Production | BWM DENTSU Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Rob Belgiovane | BWM Dentsu Aust | Group Chief Creative Officer |
| Simon Bagnasco | BWM Dentsu Melbourne | Executive Creative Director |
| Phil van Bruchem | BWM Dentsu Melbourne | Creative Director |
| Chris Andrews | BWM Dentsu Melbourne | Creative Director |
| Rachel Blacklaws | BWM Dentsu Melbourne | Senior Copywriter |
| Alexandra Walding | BWM Dentsu Melbourne | Senior Art Director |
| Karlene van Opdorp | BWM Dentsu Melbourne | Onscreen Producer |
| Natalia Shore | BWM Dentsu Melbourne | Account Director |
| Deanne Pascoe | BWM Dentsu Melbourne | Account Director |
| Stephanie Bond | BWM Dentsu Melbourne | Account Manager |
| Mikael Perhirin | BWM Dentsu Melbourne | Head of Digital and Consumer Experience |
| Mac Wright | BWM Dentsu Melbourne | Digital Experience Manager |
| Danielle West | BWM Dentsu Melbourne | Community Manager |
| Emerald Cowell | BWM Dentsu Melbourne | Junior Digital Producer |
| Ryan Purcell | BWM Dentsu Melbourne | Associate Creative Director |
We created The Tailor Made Store. A store which adapted and transformed to create a unique experience for each and every customer. Chadstone shoppers used a bespoke Instagram mechanic to queue for their tailor made experience. On entry, the store asked series of questions, gathering information from each customer. The kinetic structure learnt, a unique algorithm interpreted the data, and stagehands transformed the store within minutes.
The cornerstone of this campaign is not TVC or OOH, it’s a fully immersive experience. One which will truly make an impression on the consumer. In a shopping centre filled with stores, our strategy was to create one more. But this store would be unlike any other shopping experience. It would be immersive, reactive and truly tailor made. The Tailor Made Store was supported by social media campaign, tactical OOH, digital banners and local press driving consumers to interact while earned media and live-streaming and online video were used to leverage the event beyond the walls of Chadstone.
By allowing each person to have a unique experience, we created a one-of-a-kind, immersive retail store. Tailor made products, lighting, music and mood meant over 3 million possible permutations and a truly unique retail experience and allowed consumers to fully appreciate the full scope of Chadstone’s offering. With over 100,000 visitors to Chadstone, a 600% increase in social media engagement, 30% increase in foot traffic and a 18% increase in sales centre-wide, we proved that a good retail experience can expand beyond the walls of the shopping centre, changing the brand’s perception for good.
The challenge has always been to earn Chadstone a unique place in shopper’s minds. But the truth is, consumers are intimidated by Chadstone’s sheer size - it’s a challenge shoppers struggle to overcome. So, to re-engage with these customers, we needed to turn Chadstone’s scale to its advantage. We needed to prove that Chadstone’s scale can provide a uniquely tailored experience. And, in an ‘experience economy’ awash with exciting things to do, it’s personalised experiences that really stands out.