Great marketing begets great loyalty
URW’s 9.8 million followers on social media, 3.1 million app downloads, 17.9 million registrations in the Group’s CRM database, including 9.5 million loyalty members, are testimony to the remarkable interest generated in shoppers by our imaginative marketing initiatives. Here are some of them in review.
Westfield Stories in France
To help grow awareness of our Westfield Parisian centres, one such initiative was Westfield Stories, a short film festival launched in France in partnership with Vice Media Group. The Group opened its doors to those emerging on the French cinema scene. Six Westfield shopping centres in France - Westfield Carré Sénart, Westfield Les 4 Temps, Westfield Forum des Halles, Westfield Parly 2, Westfield Rosny 2 and Westfield Vélizy 2 - and Vice gave six young filmmakers carte-blanche to create short films inspired by the new identities of our destinations, places full of life and interaction. This resulted in 6 unique and engaging short films and a campaign with 23 million touchpoints and over 1.2 million people reached!
Everyday shopping centre experiences, coupled with imagination and a sense of reverie, shone through this collection of short films. The initiative was promoted at movie theatres and run in parallel with a campaign on social media (TikTok, Instagram and Snapchat), targeting a younger clientele, with about 73% of the audience in the 35-and-below age range.
The Westfield Stories campaign brought our destinations’ identities to life.
Westfield Week in Germany
Another pioneering initiative was Westfield Week, the first-ever centre campaign with borderless shop inclusion, at Westfield Centro in Oberhausen, Germany. They launched a sale week to coincide with the kick-off of the Westfield Centro rebranding.
With the newly rebranded key visual and the event brand "Westfield Week," the standout element that further set the campaign apart were Westfield Week banners installed on the windows of all 60 participating stores overnight! This enabled them to brand the centre and the stores at once, so the participating brands were easily visible in the glimpse of an eye. The comprehensive umbrella campaign was rolled out in-situ, on the mobile app, the website of homepage and in-store. Westfield Centro will celebrate "Westfield Week" in the first week of October each year, encouraged by the roaring success of the pilot campaign.
Westfield Week was a success for 60 participating shopping centre shops in Westfield Centro.
Eco-friendly gift cards
Another smart way to engage eco-friendly visitors? Go green! URW Germany saved a high amount of CO2, the equivalent of 100 flights from Munich to Berlin, just by replacing all the centre’s plastic gift cards with ecologically sustainable material. With about 570,000 gift cards URW gift cards sold in the country per year, the plastic gift cards produced 12t of CO2, while the new eco-friendly material generated much less: 0.34t CO2, reducing CO2 emissions by as much as 97%.
