Drawing customers into the vicinity.
Vicinity Centres (Vicinity) redeveloped The Glen shopping centre in 2019 and launched a new advertising campaign — but the campaign didn’t quite hit the mark and foot traffic never materialised (then the pandemic hit — of course). In 2021, Vicinity conducted qualitative research to work out how best to communicate its offer to resonate with the right target groups. The team then decided to take the essence of the original campaign but shape it into something new, and they engaged PIER to help.
What we did
Video production management
We immersed ourselves in all things The Glen. We looked at the previous campaign and how it was received by customers, reviewed the research, visited competitor centres and explored the newly defined helix customer personas. We dove into the centre’s brand toolkits and brand architecture, and visited The Glen to ensure we really understood the brand from every angle as well as what makes the centre unique.
Then, we brainstormed a new campaign shoot. We created a reverse brief complete with budgets, timelines and defined campaign goals then used all of this as our guide for messaging, imagery, video content and talent selection. To ensure we covered every aspect of The Glen’s offering and why people visit the centre, we crafted content plans to convey each of the key pillars: Convenience, Everyday, Family, Style and Dining/Entertainment. These concepts needed to feel like a natural, seamless evolution from the 2019 campaign while also incorporating the lessons learned and the new research.