Redesigning school holidays at Chadstone with Star Wars

Chadstone is on a mission to position themselves as a cultural epicentre… To do this, they wanted to leverage their partnership with Star Wars to drive foot traffic, generate leads and increase night sales in a fun and engaging way.

But Star Wars has no clear value in a shopping centre… shopping centres are where people go to fill out their ‘to-do’ lists, how do we convince ‘shoppers’ (school kids and families) to extend their stay, play and pay? 

We transformed the shopping centre into the Star Wars Universe, snapping our audience out of their shopping trance… with four key activations concepts: a replica X-Wing; Jedi masterclasses; a Fashion galaxy; and VR Jedi training, plus static character statues, kids games and a consumer competition.  

The results:

  • 14 days live
  • 27,000 participants
  • 1.2m organic social reach

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