Archive for February, 2010

The Champion family are at the centre of the AMPCSCs new brand strategy which takes a national approach, rather than the traditional centre specific model. Each member of the family, resonates with a certain demographic, Australia and New Zealand wide.

The Champion family represents the varied needs and wants of key customer segments that typify the AMPCSC retailer’s portfolio. Because they are relevant all day, every day, the characters are the perfect vehicle to communicate seasonal and tactical campaigns for the centres, as well as representing the major retail categories.

The campaign microsite focuses on introducing the family, expanding on their characters through related content, bios and videos to bring the characters to life. Social and community activation will be instigated within the next phase of the campaign, however these online initiatives correlate with offline activity being generated through local press, cinema advertising and in-centre activations.

The tactical sales driving component, will leverage the Family to drive data acquisition with a ‘$50,000 Shop to Win and Fund your Future’ competition, which drives in-centre footfall and fulfilment online.

All competition entries collected through the site populate the existing eCRM.

Checkout the Australian and New Zealand sites now.

A campaign titled ‘What Type Of Wings Do You Wear’, which encouraged users to partake in a short, fun quiz that profiled them as a shopper, and entered them in a competition to win a $15,000 prize package. The profile came in the form of an angel, with an associated set of retailer products to match the personality. It just so happens, that these products also made perfect Christmas present.

The various angels included Mr metro, Mr Adventure, Mr Suit & Tie, Mr Practical, Mr Hipster, Mr Gadget, Miss Chic, Miss Sporty, Miss Practical, Miss Entertainer, Miss Busy and Miss Culture-vulture. Each targeted at a defined audience.

Once a user had partaken in the quiz, and received their angel wings, the option to enter the competition to win a $15,000 prize package and share their personality with friends was given. When done so, their angel image were displayed in places such as their Facebook wall or on their Twitter feed.

The campaign had two specific goals, generate exposure for AMPCSC retailer products and also signup members to the various centre databases. The signups were generated through exposure during the entry process and the products were a main focal point throughout the quiz. A Gift Guide was also created where a user could bypass the quiz if they wished, and just browse products from their particular centre.

Technically, the Flash site was built once, and dynamically served for the various centres inserting their particular products (all content managed) with appropriate branding and links throughout.

A completely fresh approach was taken to the seven key centre websites, in order to allow the individual centres to shine.

While all sites are built on a consistent framework (CMS and eCRM platform), the flexibility offered through controlled style changes and content assets, allows each centre to showcase their own personality. This is key when they are so different; think Pacifc Fair on the Gold Coast, compared to Macquarie Centre in Sydney.

The approach we took to creative was pretty simple; make it clean, contemporary and easy to use. These objectives also had to cater to seasonal campaigns that often have varying styles of creative supplied. It therefore had to reflect the individual centre, but also be flexible enough to cater to third-party visuals.

A raft of new features have also been rolled out, including; an integrated eCRM platform, a ‘Things I love’ voucher cart, social media integration, competitions module, a new Content Management System as well as Centre and Head Office business-oriented workflows. A mobile CSS is also offered for the sites, so people on the go can easily find special offers, contact stores or checkout the latest news and events.

To add value, our customer relationship management strategy, was straight forward; focus on relevancy and deliver key tools to stakeholders to enable efficiencies in management, data capture and lead generation. Our aim is to keep building these relationships with AMPCSC and their customers based solidly on our mantra; Listen, Learn and Act.

Check-out the sites here:

NSW

• Macquarie Centre Shopping Centre
• Warringah Mall Shopping Centre

QLD

• Mount Ommaney Shopping Centre
• Pacific Fair Shopping Centre

VIC

• Knox Shopping Centre

WA

• Garden City Shopping Centre
• Karrinyup Shopping Centre

You can also read about Devotion’s appointment to the AMPCSC project here.

We’ve just developed a new microsite for AMP Capital Shopping Centres to launch the new AMPCSC Brand, (more…)