Brand Tracker

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Australia and New Zealand

Westfield levels up membership with new app experience

Brand: Westfield

Campaign: World of wins

Source: https://stoppress.co.nz/campaigns/westfield-levels-up-membership-with-new-app-experience/

Goal: Drive engagement with the Westfield app and reward members

Claim: A great example of how we’re continuing to evolve the Westfield app

Media: OOH, video, audio, social channels, immersive in-centre media

Summary: Westfield has launched 'World of wins', a gamified app experience that encourages member engagement through a search-and-find game. Players can discover hidden shopping bags in themed worlds, unlock rewards, and enter daily prize draws, with the chance to win a grand prize of $10,000. The campaign aims to create daily habits for app users and incorporates diverse themes representing local communities. It was launched on August 27 with a comprehensive marketing effort across various media.