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BWM Dentsu + Will O'Rourke Create 'Tailor Made' Experience for Chadstone - The Fashion Capital

20/12/2016
Advertising Agency
Sydney, Australia
138
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Borrowing from the best in fashion, technology and set design, the store was a unique activation for the new, improved Chadstone.
In partnership with production company Will O'Rourke, BWM Dentsu has launched an activation with a surprise twist - The Tailor Made Store. Curated by a unique algorithm and assembled by a team of expert stylists, the store invited consumers to interact with it, reacting and transforming in real time to offer a curated experience to suit each individual. Creating a truly tailor made experience, every time.

It was part of a 'Tailor Made' repositioning platform encompassing a multitude of media touch points. On launch day more than 100,000 people visited the centre.


7 (1).jpgSays Simon Bagnasco, executive creative director, BWM Dentsu: 'The Tailor Made store is a ground breaking project we are very proud to have created for Chadstone. Each iteration was truly unique - not a single person who entered had the same experience."

Tanya Lunardon, marketing director, 8 (1).jpgChadstone Shopping Centre, said the Tailor Made campaign perfectly illustrated the evolution of Chadstone into a space that offered something for everyone: "Chadstone attracts more than 20 million customers per year and is continually evolving to meet these customer's needs. We're going beyond general retail, creating an experience which 9 (1).jpgextends to the best in shopping, dining and entertainment.

"We are opening up the night time economy with after-hours cinemas, elevated dining options and events, continuing our 34-hour Christmas shopping marathon, and will host the Southern Hemisphere's only Legoland Discovery Centre.

"The innovative execution of the Tailor Made campaign is a creative way to demonstrate Chadstone's breadth and show people first-hand how qualified Chadstone is to provide a distinct and personalised experience with every visit."

The in-store experience brought to life the wider Tailor Made campaign which includes digital, OOH, press, radio, social, in-centre and PR.

Chadstone
Tanya Lunardon -  Marketing Director
Sophie Betts - Marketing Manager Communications
Georgia Bailey - Marketing, Events & Tourism Project Manager

BWM Dentsu
Rob Belgiovane - Chief Creative Officer
Simon Bagnasco - Executive Creative Director
Phil van Bruchem - Creative Director
Chris Andrews - Creative Director
Rachel Blacklaws - Copywriter
Alexandra Walding - Art Director
Natalia Shore - Group Account Director
Deanne Pascoe - Account Director
Stephanie Bond - Account Manager
Karlene van Opdorp - Onscreen Producer
Mikael Perhirin - Head of Digital and Customer Experience
Mac Wright - Digital Strategist
Emerald Cowell - Junior Digital Producer
Danielle West - Community Manager

Will O'Rourke
Production Company - Revolver/Will O'Rourke
Director - The Glue Society's Luke Nuto
Managing Director/EP- Michael Ritchie
EP/Head of Projects - Josh Mullens
Producer - Alex Kember
DOP - Earle Dresner
Production Designer - Gus Smith  

Viviens Creative Melbourne
Stylist - Sophie Barker

Post House - Method Studios
Producer - Doireann Lally
Editor - Drew Moden
Colourist - Ciara Gallogly
Online - Felicity Stalph

Sound  
Music Supervision - Level Two, Tracy Callan     
Sound Studio - Front of House
Producer - Phil Kenihan
Senior Sound Engineer - Phil Kenihan
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