In 2014, Scentre Group (Owner and Operator of Westfield in Aus and NZ) selected Follow to deliver the seasonal Christmas Carols campaign and activation for Westfield Chermside.
The brief was to create a totally unique, magical and modern Christmas carols concert experience that would bring families and the community together to celebrate the joy of Christmas at their local Westfield, during a time when most customers relate shopping centres to fancy sales tactics.
Carols In Colour was selected as the winning campaign; a modern take on the traditional carols format, incorporating coloured holi-powder blasts with a family friendly Christmas carols concert to create a free, feel-good and interactive in-centre experience.
Carols In Colour was so successful, Follow was re-engaged in 2015 to expand and roadshow the concept across Scentre Group’s three three largest Queensland centres; Westfield Carindale, Westfield Garden City and Westfield Chermside.
The result was not only an explosion of colour and sound, but also an explosion of engagement, attendance and positive customer sentiment from the 4500+ attendees who registered to participate in the events, over three consecutive nights. To date, the event has attracted one of the highest attendance rates of any Christmas Carols event undertaken by Westfield in Queensland.
Follow continues to work alongside Scentre Group to develop the Carols in Colour concept and roll out across more centres in the future, whilst also increasing the currently centre capacities and footprints, to allow more customers to participate and enjoy this much-loved and popular activation.