The challenge was to light the blue touch-paper on Westfield Derby’s seasonal calendar of family activities. The primary objective was to get more people into the shopping centre. Then encourage them to join in the fun. The only question was 'How?'
Creating and appointing a Head of Fun for the centre was an engaging approach that captured everyone’s imagination. The search for a fun-loving, energetic and enthusiastic child to take on the 12-month consultancy role in ‘what kids really want’ was begun.
The auditions included an X Factor-style interview with Westfield and its partner, the Derby Telegraph, and there was no shortage of applicants.
Then the social media strategy swung into action. New activities were added to the calendar of events (including a serious makeover of the Christmas grotto packed with ideas from a younger perspective).
Return on Investment within two months
Head of Fun activity earned Westfield Derby a prestigious Purple Apple Merit Award
…a challenging retail environment, understanding the brand of activation that would generate footfall – the highest visitor numbers and strongest PR coverage in Westfield Derby’s history.