Midlands creative agency pips the rest with Purple Apple award win…
WAA, based in Sutton Coldfield, saw its ‘Head of Fun’ campaign for Westfield Derby scoop a merit Purple Apple award in one of the most highly regarded contests in the shopping centre industry.
The initiative was recognised for utilising a low budget to generate excellent key messaging and media coverage, achieving an impressive ROI for Westfield.
Nine year-old Molly Taylor fought off tough competition when she was appointed as Head of Fun last October. In return for shopping vouchers and toys, Molly now provides consultancy on all children’s activities taking place at the centre.
Molly has so far opened Santa’s grotto, rated toys in the Toy Testing Lab and launched the reopening of the centre’s Parent Rooms, appearing on national TV and radio along the way. The initiative has helped the centre to better engage with its target family audience, and raise awareness of family activities.
Marsha Forster-Brass, senior marketing manager at Westfield Derby comments: “When WAA first pitched the Head of Fun idea to us we knew it would be a success, but we never imagined it would have such a huge impact!
“It has generated more media interest than we have ever had from a single campaign since the centre opened in 2007, and really helped us to engage with our key family market. We are delighted with the Purple Apple award which really has been the icing on the cake.”
The judging panel comments: “The Head of Fun had a well thought-through approach with an excellent emotional connection to families. It achieved amazing results including nationals for such a low spend.”
Dan Clifford, head of PR at WAA, says: “We’re thrilled the Head of Fun campaign has been so successful, and are proud the initiative has been recognised in what is a notoriously tough competition.
“We thrive on thinking up creative ideas for our clients and this is a great example of how the right idea can achieve results that make a real positive impact on their business.”
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