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How Grazia Magazine was brought to life at Westfield Shopping Centre

How Grazia Magazine was brought to life at Westfield Shopping Centre

This work by Arena Media won Silver at the Cannes Media Lions 2009.

Background

Westfield's challenge was simple: launch Europe's largest shopping centre just as the UK economy was going into freefall.  We had to change shopping habits built up over generations and get affluent ABC1 Women to ditch Bond St in favour of Shepherd's Bush.  Westfield had to be the UK's most talked about retail destination.

The big idea

Arena Media recognised that getting magazine editors and journalists on board was key to convincing affluent ABC1 Women that Westfield deserved their time and money.  Ipsos and PPA research shows magazine readers are 3 x more likely to deliver WOM recommendations.

Grazia is the must-have accessory for Westfield's target audience and has a readership that is keen to talk to their friends about new trends and events.  Forty-two per cent of Grazia readers live in the Westfield catchment area.

The brief was clear; bring Grazia to life at Westfield.  We did just that.  Arena Media and Grazia evolved a new model for agency/media owner partnership by creating a unique event.  The plan was to create an entire edition of Grazia live at Westfield and offer shoppers a chance to met and interact with the editors.  The solution delivered the Grazia experience to Westfield visitors and communicated the Westfield style to the most fashion-conscious magazine readers in the UK.

 Making it happen

This was a new type of partnership, starting from the moment Arena Media briefed Grazia's publisher, managing director and editor with their commercial teams together at Westfield.  Together, we developed an idea that had never been attempted before, a weekly magazine produced outside an editorial office.

Arena Media and Grazia organised a series of events at Westfield during the week to provide an incentive to visit.  We relocated 46 Grazia journalists, their desks, their computers and style know-how to a Perspex pod at the heart of Westfield.

There was also a road-block on graziadaily.co.uk and a bespoke iPhone application which provided a store directory as well as fashion news and received a massive 148,800 downloads.

Results

  • 61% of Grazia readers who saw the Westfield campaign spoke to friends or family about it and 42% made plans to visit
  • 5% of the entire Grazia circulation entered our Westfield competitions
  • Nearly 150,000 people downloaded the Westfield/Grazia iPhone applicaiton
  • ROI was more than £18 for every £1 spent on media

Read about this project in full by clicking the link below.

AJR
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