Macquarie Centre is a large shopping centre in the Northern Sydney suburb of Macquarie Park. Located opposite the main campus of Macquarie University, the centre was undergoing a major transformation that would see it introduce new local luxury stores, a fresh food precinct and exciting new dining options.
Our task was to establish the new Macquarie Centre as an inspiring and social destination. We had to move the needle from promise to proof after the re-launch of Macquarie Centre with ‘Overload Your Senses’, a brand strategy to better align campaigns to experiences, collaborations and content.
So, we shifted from a one-dimensional advertising campaign to an experientially-led program and sensory campaign. From the Weirdly Wonderful campaign collaboration with the MCA and influential make-up artist Sarah Laidlaw, product collaborations with Alice McCall, to a season launch with Sydney Youth Orchestra x DJ Gloves, each campaign sought to create ownable content and unique experiences which told the season’s story in sensory ways. This was supported by full campaign execution across paid and owned channels that was good enough to eat, smell, and touch. Over time, we developed a wholly cohesive brand system to align to the centre’s evolved brand strategy, ‘Inspiration Everywhere’.