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Macquarie Centre
MyMacquarie App

Objective

Draw Sydney’s fashion elite back to the newly refurbished Macquarie Shopping Centre by repositioning it from “old-fashioned” to “the face of fashion.”

The primary target was Fashionistas – fashion conscious females aged 14-34, who are often hard to engage utilising traditional advertising methods.

Solution

We ‘eventised’ the launch of the Macquarie shopping centre by creating MyMacquarie – Australia’s first “SHOPPABLE CATWALK.”

This mobile-enabled catwalk show allowed spectators to quickly move from inspiration to change room and then purchase. As the show progressed, so did the app’s showcase. At the end of the show, the app also showed shoppers how to get to the store to purchase items in their lookbook.

The app, which utilised patented audio watermarking technology, synced with the show so spectators could instantly see product details, know where to purchase, and save favourites to their own lookbook. As the show progressed, so did the app’s showcase.

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Results

The app was downloaded 26% above target, which is over half of the total population in the surrounding suburbs. It became the top independent shopping centre app in Google Play.

Nearly 14,000 looks were “loved” on the app – with more than 70,000 individual products being saved to people’s phones. The “Find a store” feature was used over 26,000 times.

The app created a stir within fashion and technology publications and provided approximately $500,000 worth of additional PR value. Fashionistas flocked to the centre, driving record-breaking foot traffic figures, which were up 12.4% year-on-year and tripled the original goal.

Awards:

  • Australian App Design Awards 2015: Fashion Tech- Gold
  • Southern Australian Interactive Awards 2015: Business/ eCommerce
  • MMA Smarties 2015: Best Mobile App – Bronze

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