Westfield - Lady Gaga presents 'Love For Sale' - Award Submission
Client
Westfield
Brief
Create an industry first global marketing campaign with a hybrid physicalmeets-digital event, amplified across paid media, driving social conversations and creating a global PR moment and a first within Westfield’s industry.
Supporting Assets
Case study film : https://bit.ly/3KI1Ml6
Full show broadcast : https://bit.ly/3G24DSd
Collaborators
Client - Westfield
Talent - Lady Gaga and Team
Lead Creative Agency - Amplify
Broadcast - Lili Studios
Talent Partnership - Attachment
Lead PR Agency - Hill & Knowlton brought to you by
Broadcast Partner - Instagram
Broadcast Partner - Maestro
Social agency - We are Social
IDEA
As an entertainment destination Westfield wanted to celebrate Lady Gaga's new ‘Love For Sale’ album, as part of our collaboration.
In the midst of the pandemic, we set out to execute a unique global campaign that created a world around Lady Gaga and invited her audience in to immerse themselves in her world.
CAMPAIGN
Westfield partnered with Lady Gaga, creating a cross channel integrated campaign that encompassed a global broadcast as well as events at 21 Westfield centres across the world.
Westfield’s partnership with Lady Gaga allowed them to reach into her audience and provide a platform for unique and exclusive music moments. For Lady Gaga, this campaign helped promote her new ‘Love for Sale’ album to Westfield audiences globally.
We wanted the event to be simultaneously ‘exclusive’ and ‘inclusive’, all the more so due to pandemic times, ensuring audiences and fans had real choice in how they participated and engaged in the experience.
STRATEGY
A global campaign, activated locally
To create an industry first global campaign and unique local moments that put Westfield and Lady Gaga at the heart of a cultural conversation as she launched her ‘Love For Sale’ album.
Everyone’s Invited
To do this we knew we had to create both a pioneering and innovative campaign that looked to cut through like no music moment before and allow audiences from all corners of the world to come together in both a changing physical and digital world.
Immersing our audience into Gaga’s world
Taking creative cues from the ‘Love For Sale’ album, we created a world that immersed the audience in the world of jazz and Gaga. These cues were used to inform the design of all the campaign assets, the stage and the Fan Zones ensuring our audiences globally felt like they were enveloped in her world whether they experienced in person or online.
GLOBAL EXECUTION
The ‘Love For Sale’ campaign aimed to create a pioneering hybrid music performance that brought a global audience together through the broadcast online and at Westfield centres around the world.
In a global climate of difficulty, we brought a welcome break by bringing an innovative and iconic music moment that had global reach, engaging and enveloping both Westfield and Lady Gaga audiences into her world.
THE SHOW
We created a pioneering show shot on a sound studio in Los Angeles on a stage that was intricately designed and took inspiration from the jazz theme of the album. The shoot ensured we were able to create moments of great intimacy, getting into angles that are impossible to reach during standard live stage performances.
This allowed us to create a unique as-live feel to the performance and ensured we were able to capture Lady Gaga’s unique monologues to our audiences at centres globally.
The concert was an exclusive first performance globally of some of Gaga’s newest songs with the overall show spanning 12 tracks.
THE BROADCAST
We created a broadcast that ran live simultaneously online through platforms such as Instagram Live as well as our Fan Zones in 21 Westfield centres across 10 countries.
We used live cameras at Westfield centres to intersect with broadcast and show live reaction from audiences globally giving an as-live feel to the performances. These were controlled in London via a broadcast truck that allowed us to beam them out to the Fan Zones globally as well as online.
The broadcast itself allowed for an innovative interactive skin that allowed our audience to leave notes of kindness, watch collectively with other friends, purchase exclusive merchandise and capture the moment placing themselves in the album artwork.
THE FAN ZONES
Taking inspiration from both the album’s jazz and design theme, we created cabaret style Fan Zones in Westfield centers to immerse our audience into the world of Lady Gaga’s ‘Love For Sale’. Interactive touches allowed our audience to place themselves at Lady Gaga’s piano for a picture moment, and confetti was released simultaneously across all 21 centres globally for the crescendo moment of her performance, mirroring the show itself where Lady Gaga was showered with confetti. This created moments of intricate synergy that tied the physical and the broadcast elements of the show together.
EXAMPLE FAN ZONE ACTIVATIONS
London
Oberhausen
Vosendorf
Los Angeles
AMPLIFICATION
We leveraged digital and traditional media channels across our Westfield owned formats as well as a paid media plan across the world to drive awareness and sign ups to both the Fan Zones and the online broadcast.
Both Westfield and Lady Gaga used their social channels to tease the show and encourage sign ups, with Lady Gaga’s Instagram page ultimately premiering the show out as an IG Live on the evening of the show.
A global social amplification plan ensured engagement with the audience, including interactive formats, polls and giphy stickers
A global press campaign drove conversation around the show both pre and post broadcast as they wowed on the set design and costume arrangements.
EFFECTIVENESS
A pioneering and innovative global campaign that reshaped the way a music moment could be brought to life in the new world that we are in.
A campaign that created a unique world around one of the world’s biggest pop star’s, and provided both Westfield and Lady Gaga with increased viewership, awareness around her album release and a significant increase in footfall globally at Westfield centres.
We also partnered with Instagram to create a world first format change on the platform to ensure audiences could enjoy the show in all its widescreen glory.
Following this success, Westfield are already working on a pioneering follow-up that will push the boundaries of a h
THE SHOW + BROADCAST
Currently
1.6m+
total views, growing day by day (Target 1m)
70 minute concert broadcast
600k live views from across the world when first broadcast (confidential statistic)
EVENTS
FanZones events
Pre-promoted across all Westfield centres
+13.1% week on week increase in footfall at participating malls Campaign used to launch
7 Westfield centre rebrands
(Target $20m) Key press coverage from
SOCIAL Over 220m
social impressions
7.1m
social conversations globally
First ever IG Live concert
Live in 16:9 (widescreen) format Most liked
Live ever to date
TESTIMONIALS
What a fantastic evening, it was so great to be at a real life event after so long and this did not disappoint. Lady Gaga was utterly amazing, it was like she was in the room with us – everyone was buzzing. She sure knows how to put on a show! I especially loved seeing all the different audiences from around the world –geographically so far away but yet we were all having this shared experience. I can’t wait for the next one.
THE GUEST: AIDEEN FOX, PARTNERSHIPS MANAGER, DISNEY EMEA
I was so excited to be performing for all my fans all around the world. Everyone who watched around the world and at the Westfield centres.
THE TALENT : LADY GAGA
It was incredible to create a first for our industry, where we brought fans together digitally worldwide and physically at over 20 immersive events in 10 countries, to enjoy Lady Gaga’s 1 hour performance at our Westfield centres. It was a huge undertaking from all the teams and agencies involved to create something of this global scale within 4 months!
