Westfield recruits YouTube stars Sophia Grace and Rosie to front Christmas campaign
Westfield has recruited YouTube stars and regular Ellen Degeneres Show guests Sophia Grace and Rosie for its Christmas campaign, with the duo set to visit Australia for the first time as Westfield’s Happy Giving Experts to help shoppers buy their Christmas gifts.
The approach adopted by the retail giant differs greatly to last year’s Christmas campaign which celebrated giving by telling the story of a boy Nick who grew up giving away everything he owned.
The precocious duo will appear at three Westfield centres as part of the campaign – Miranda on December 2, Southland on December 4 and Garden City on December 6 – while a series of content pieces, created by Moon Communications, will promote their top gift picks for their celebrity friends and parents.
Scentre Group general manager of marketing Sarah Cleggett said: “At Christmas, shoppers are not shopping for ‘things’, but for people. It’s the reaction to a well thought out gift that can be more important than the things we buy.
“We are excited to welcome Sophia Grace and Rosie on their first trip to Australia and share their top gift selections this Christmas.”
A dedicated social, direct and national publicity campaign will further push the campaign, along with in-centre experiential activities and digital and print ads.
It will be further supported by print and digital screens across 39 Westfield shopping centres featuring the campaign, custom publishing of bespoke gift catalogues featuring the duo, and the launch of a new Gift Finder functionality on the centre’s website.
Credits:
Creative/PR agency: One Green Bean
Creative/Production agency: Moon Communications Group
Media agency: IKON
Custom publishing: Bauer Me
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No No NO NO NOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO!!!!!!!!!!!!!!!!
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Note to Self. Make sure you are nowhere near a Westfield’s on those days.
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Stick to PR please
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Feeling blue. Note to self get out of Westfield before it turns pink. Does Westfield really need to import some excited kids who obviously have too much of everything to suggest Xmas presents to us ? As it is a “people ” campaign I wonder what children’s charity Westfield is donating to this Xmas !!! Obscene.
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Well, where to begin?
The girls are fabulous, focused and team aware. Production is brilliant and the overall idea is a very very god one.
Love them of not, this is a well conceived and brilliantly directed campaign.
Oh btw, for those who seem to be confused, this is not reality, it is an act cleverly produced for a purpose, and it deserves to be very successful
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That’s why Moon are struggling.. Wow. Just wow.
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What person in their right mind thinks that Aussies want English people telling them what to do over Christmas, let alone telling them what to do in general?
Do these people not know history, and how much, albeit we are English from a long time ago, that Aussies frickin’ hate the English?
Seriously, we do. It’s not racism, it’s anti-imperialism, anti-colonialism and anti-stupid-toffs-that-have-no-fucking-ideaism.
Apologies if you are English and reading this. Experience tells me, most of you are good blokes / sheilas. But don’t ever, ever, ever do a marketing campaign with English people telling Aussies what to do.
We’re past that. And we don’t need you to baby sit us anymore.
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Australia is heaving with English expats and that’s clearly a large enough market for Westfield.
I couldn’t agree more with To Be Honest. So many advertisers seem to have decided an English accent is the voice of authority. What is this? The 1950s? Nothing turns me off more.
I hope these little chavettes in the making have, “an epic Xmas, literally.”
I’ll be avoiding Westfield until they stop the cultural cringe.
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I heard the blonde one speak. So that’s a first.
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It disturbs me to see two young girls being so thoroughly obsessed with all the clichéd, tacky hallmarks of their gender. Pink this and tiara that… what are their parents thinking!
They may be making a packet out of their You Tube fame, however if the price is to fling the depiction of girls’ interests back to the 1950’s, then they’re doing a good job of it.
To have it amplified by a brand like Westfield is disturbing: it shows up the brand as two dimensional and incredibly out of touch with social norms.
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Really awful Westfield advertising is becoming the norm. I’m surprised anyone would put their name to this puerile lazy pop crap
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I’m glad some comments beat me to this, but why use Brits? Too many expats in agencies who can’t get past the fact this is Australia? This is painful. This does not represent Australian Christmas. This is quite sad for Westfield.
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On a tangent perhaps, but I feel the same way as To Be Honest and Again above – what’s with the proliferation of Brit accents in TV advertising these days?
I can cope with Jamie Oliver because his accent is part of his cheeky chappy schtick, but c’mon!
The one that sets my teeth on edge the most is the Guy Ritchie-esque Ladbrokes cockney spokesman…’bet be-ah’ . GAHHH!
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Really??!! This is cringworthy, purile, cloying and in extreme bad taste. These candy lollypop princesses are the perfect product of all that is bad about advertising. The campaign assumes that Australians are idiots.Expected better from you Westfield. Who ever came up with this idea needs a reality check.
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My kids can’t wait to meet them. We love them on Ellen and as for the “haters” crawl back into the hole you came from. Well done Westfield.
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