Westfield

Bringing Happy Back

Westfield
  • Westfield
  • Shopping centers nationwide

Challenge
Westfield, a global retail leader, wanted to elevate their holiday shopping experience beyond conventional, commonplace in-mall entertainment. We were brought on to create truly lasting, wholesome memories for their guests with emotionally engaging experiences.

Strategy
First, we built a baseline of stage-centric entertainment featuring singing, dancing and caroling. We then went further by conceptualizing and executing a system of impromptu experiences delivering moments of surprise and delight for guests throughout their retail environments.

To deliver truly emotive guests experiences, we created original brand equity with the advent of The Merry Makers – ambassadors of joy and happiness who aren’t your average elves. Played by professional actors and armed with strong education on Westfield, our characters made lasting impressions with guests. They created memorable, personal moments like holding up mistletoe for a spontaneous kiss between couples, helping to carry packages to the family car, and thrilling guests by having Santa arrive in a shiny, red helicopter. They also surprised guests by unexpectedly picking up the tab for dinner, giving away gift cards, and paying for photos with Santa.

Results
Westfield properties teemed with smiles for the holiday season and the emotional souvenirs garnered immeasurable brand loyalty. The program was rolled out to thirty-six luxury properties nationwide and engaged for an additional four-year run following its debut.