Lead agency: WAA
Client: Westfield Derby
Who came up with the idea?: Jeremy Merckel
Who signed it off client-side?: Marsha Forster-Brass
Who delivered it?
Westfield Derby shopping centre has a seasonal calendar of family-focussed activities. WAA was asked to ignite interest in – and drive traffic to – the activities within the centre’s catchment, whilst also making noise beyond.
The aim was to capture the attention of regional broadcast, print and online.
To do this, the team appointed a child to be the shopping centre’s “Head of Fun”.
A job advert was placed in a local paper and children were interviewed by both centre management and media. A Head of Fun and four Deputies were appointed.
Over 30 pieces of coverage were generated within two months, including national coverage with brand mentions on BBC Radio 2 and Daybreak. Activities are still on-going, resulting in continued coverage.If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.