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BWM Dentsu creates 'Tailor Made' experience for Chadstone – the Fashion Capital

BWM Dentsu

Cannes Lions 2017, Global, Bronze, Outdoor - Ambient Experiential & Immersive Digital
Adfest 2017 Lotus Awards, APAC, Silver, Ambient: Large Scale

D&AD Awards 2017, Global, Wood Pencil, Experiential Design
Australasian Writers and Art Directors Association (AWARD) Awards, APAC, Gold, Design - Environmental Design

Melbourne’s Chadstone shopping centre attracts more than 20 million customers per year and is continually evolving to meet the customer’s needs.c

In December 2016, Chadstone launched a new night-time economy with after-hours cinemas and elevated dining options and events in a move to extend its reputation for excellence beyond general retail.

In order to promote this, BWM Dentsu created the ‘Tailor Made Store’ – an activation and repositing program including OOH, press, digital, radio and PR.

Strategy
The ‘Tailor Made’ repositioning campaign by BWM Dentsu borrowed from the best in fashion, technology and set design. The program encompassed a multitude of media touch points, and a unique activation called The Tailor Made Store.

In partnership with production company, Will O’Rourke, and curated by a unique algorithm and a team of expert stylists, BWM Dentsu’s Tailor Made Store reacted and transformed in real time to offer a curated experience to suit each individual, creating a truly tailor made experience, every time.

Execution
The in-store experience brought to life the wider Tailor Made campaign which includes digital, OOH, press, radio, social, in-centre and PR. The campaign was launched in October 2016 to run until July 2017.

Results
More than 100,000 people visited the Tailor Made Store on the day of its launch.

Tanya Lunardon, Chadstone Shopping Centre Marketing Director, said the Tailor Made campaign perfectly illustrated the evolution of Chadstone into a space that offered something for everyone.

“The innovative execution of the Tailor Made campaign is a creative way to demonstrate Chadstone’s breadth and show people first-hand how qualified Chadstone is to provide a distinct and personalised experience with every visit,” she added.

Chadstone
Tanya Lunardon -  Marketing Director
Sophie Betts - Marketing Manager Communications
Georgia Bailey - Marketing, Events & Tourism Project Manager

BWM Dentsu
Rob Belgiovane – Chief Creative Officer
Simon Bagnasco – Executive Creative Director
Phil van Bruchem – Creative Director
Chris Andrews – Creative Director
Rachel Blacklaws – Copywriter
Alexandra Walding – Art Director
Natalia Shore – Group Account Director
Deanne Pascoe – Account Director
Stephanie Bond – Account Manager
Karlene van Opdorp – Onscreen Producer
Mikael Perhirin – Head of Digital and Customer Experience
Mac Wright – Digital Strategist
Emerald Cowell – Junior Digital Producer
Danielle West – Community Manager

Will O’Rourke
Production Company – Revolver/Will O’Rourke
Director – The Glue Society’s Luke Nuto
Managing Director/EP– Michael Ritchie
EP/Head of Projects – Josh Mullens
Producer – Alex Kember
DOP – Earle Dresner
Production Designer – Gus Smith  

Viviens Creative Melbourne
Stylist - Sophie Barker

Post House – Method Studios
Producer – Doireann Lally
Editor – Drew Moden
Colourist – Ciara Gallogly
Online – Felicity Stalph 

Sound 
Music Supervision – Level Two, Tracy Callan
Sound Studio – Front of House
Producer – Phil Kenihan
Senior Sound Engineer – Phil Kenihan