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

More Case Studies

NSW GOVT FLOOD RISK CAMPAIGN – CHECK YOUR FLOOD RISK.

Bastion Collective

THE BRIEF There are certain parts of Sydney that are under grave risk of being [...]

FROM FARM TO BOWL.

Bastion Collective

FARMERS MARKET BRIEF Farmers Market had a clear vision. It wanted to lead the premium [...]

AUSTRALIA, LET’S GET CRACKING WITH AUSTRALIAN EGGS

Bastion Collective

Australian Eggs wanted to inspire consumers to eat more eggs with a creative campaign that [...]

DARWIN ABORIGINAL ART FAIR

Bastion Collective

Positioning Darwin Aboriginal Art Fair as Asia Pacific’s best Indigenous art event. THE BRIEF For [...]

KIKKI.K

Bastion Collective

Creating a movement to deepen kikki.K’s relationship with fans. THE BRIEF kikki.K knew it needed [...]

PENTRIDGE PRISON: SHAYHER GROUP

Bastion Collective

THE BRIEF In 2015, Shayher Group was experiencing the impact of a community who were [...]

MELBOURNE SQUARE: OSK PROPERTY

Bastion Collective

Driving leads through consistent storytelling and content for mega project Melbourne Square. THE BRIEF With [...]

COLLINS ARCH: CBUS PROPERTY

Bastion Collective

Combining the power of PR with the targeting of paid media to drive leads to [...]

AUSTRALIA 108: WORLD CLASS GLOBAL

Bastion Collective

Launching the southern hemisphere’s highest residences with an integrated PR and social campaign. THE BRIEF [...]

THE EASTBOURNE: MIRVAC

Bastion Collective

When targeting the top echelon of property purchasers, you have to figure out how to [...]

SUBSCRIBE TO E-NEWS

Don't worry, our emails will be fairly infrequent and include only interesting stuff, we promise.