Westfield levels up membership with ‘World of Wins’ app via AKQA Australia + New Zealand
Westfield has today launched ‘World of Wins‘, a new gamified experience via AKQA Australia, designed to give members more reasons to open and engage with the Westfield app and make their membership more rewarding.
Created exclusively for Westfield members, ‘World of Wins’ is a visual search-and-find game that challenges players to find hidden shopping bags within Westfield-inspired worlds. Designed to connect digital play with the physical experiences on offer in-centre, members can play the game from almost anywhere to unlock instant rewards, enter daily prize draws when they play at a Westfield destination and have the chance to win a $10,000 cash grand prize.
New themed levels will be revealed daily from 27 August until 16 September and will feature recognisable centre landmarks, experiences, events, Westfield team members and characters that celebrate the diversity of our communities.
Says Antoni Martinez, Director, Customer Experience and Operations, Scentre Group: “‘World of Wins’ is a great example of how we’re continuing to evolve the Westfield app to make membership more compelling, rewarding and fun for our customers.
“By giving members a reason to open the app every day, we can create new habits and more frequent connections with Westfield, whether they’re visiting one of our destinations or going about their day.
“That also creates exciting opportunities for our business partners. By bringing their brands, products and rewards into the experience, we can connect them with Westfield customers in new and relevant ways, while giving our members even more value.”
Says Tara McKenty, Chief Creative Officer, AKQA Australia and New Zealand: “Not often do you get to create a game, but also a world from the ground up. For ‘World of Wins’, we designed an entire system unique to Westfield, from the detailed worlds to the thousands of characters that represent the wonderful diversity of all of us, plus the clever UX and tech sitting behind it.
“It’s been amazing to combine a simple, nostalgic search-and-find gameplay with genuine in-centre perks, giving Westfield members a brilliant reason to jump into the app and play every single day.”
How to Play
Customers can scroll, zoom and search through each level to find ten hidden White Westfield Bags. Finding and tapping a White Bag gives the player the chance to win an instant prize, which can be saved directly to the My Benefits section of their Westfield app.
Members playing from inside a Westfield destination have the opportunity to search for the hidden Gold Westfield Bag, unlocking an additional chance to win, with an entry into the daily draw for a higher-value daily prize.
‘World of Wins’ launches on 27 August with a high-impact integrated marketing campaign. Disruptive media placements will run across OOH, video, audio and social channels, complemented by immersive in-centre media across all 42 Westfield destinations in Australia and New Zealand.
The campaign was created in collaboration with key agency partners, led by AKQA Australia, alongside Ogilvy PR, and EssenceMediacom, a WPP Media brand.
For more information about ‘World of Wins’, download the Westfield app and become a member or visit the Westfield website.
AKQA Australia and New Zealand
Managing Director: Justine Leong
Chief Creative Officer: Tara McKenty
Executive Creative Director: Sarah McGregor
Executive Strategy Director: Kyle Duckitt
Strategy Director: Jamie Parfitt
Senior Strategist: Dhivia Pillai
Senior Copywriter: Katie Bird
Senior Art Director: Fong Ong
Art Director: Darcy Keely
Senior Designer: Frank Turner
Production Director: Colin Tuohy
Group Client Partner: Jayne Driver
Account Director: Kate Crowley
Finished Artist: Andy Byles
Executive Experience Design Director: David Clarke
Senior Experience Designer: Shuang-Pu Tsai
Senior Experience Designer: Fabien Clemencey
Chief Technology Officer: Eric Orton
Marketing Technology Director: Stuart Jarvis
Senior Marketing Cloud Developer: Malcolm Hanley
Marketing Cloud Developer: Dilan Xeres
Quality Director: Felix Lawi
Principal QA Engineer: Nidhi Sachan
Principal QA Engineer: Sudarsen Sampath
Senior Project Manager: Vignesh Sundramurthi
EssenceMediacom Australia and New Zealand, a WPP Media brand
Anthony Sciacca: Client Partner
Beth Adams: Group Client Director
Kate Piercy: Planning Director
Katherine Ly: Associate Director (Investment)
Beiai Torres: Performance Director
Kelsey Dunn: Senior Account Manager
Ogilvy PR
Head of Consumer PR & Influence: Rebecca Crawford
Business Director: Heidi Rose
Client Partner: Charlotte Lamberty
Social Specialist: Jelena Marinkovic
Senior Associate: Willa Webster
Publicist: Chloe Vincent
Coordinator: Madeleine Higgs
Scentre Group
Marketing & Community
General Manager, Marketing & Community: Jacqui Waine
Head of Marketing, Brand & Communications: Amy Copley
Head of Marketing, Digital Engagement: Richard Schmid
Group Marketing Manager: Hollie Scott
Group Marketing Manager: Kristi Grose
Group Marketing Manager: Claudia Cassar
Group Programming Manager: Fi Clark
Group Public Relations Manager: Rebecca Mahoney
Senior Marketing Manager, Campaigns: Tahlia Knight
Senior Marketing Manager, Campaigns: Xanthe Gallagher
Senior Programming Manager: Erika de Padua
Senior Public Relations and Social Media Manager: Emma Niven
Marketing Manager, Operations: Jillian Caraballo
Technology
General Manager, Product and Solution Delivery: Adrian Fong
General Manager, Technology Platforms: Swati Singh
Head of Product and Design, Customer: Mark Robinson
Head of Digital Technology: Christopher Chow
Group Product Manager: Ashley Kerr
Group Design Manager: Tim Canipel
Staff Engineer: Scott Talbot
Manager, Quality Engineering: Ade Adekunbi
Senior Manager, Engineering: Alex Deem
Senior Product Designer: Carol Chang
Senior Product Manager: Mounica Veraiahgari
Lead Engineer: Con Eliopoulos
Lead Engineer: Sandeep Vissamsetti
Senior Engineer: Christopher Cervantes
Senior Engineer: Ishani Madaan
Senior Engineer: Peter Szczesnik
Senior Engineer: Pari Motlagh
Senior Engineer: Kunal Khemka
Senior Quality Engineer: Swetha Vemuri
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