In the country's two largest shopping centers, Westfield Donau Zentrum and Westfield Shopping City Süd, more than 250 campaigns have already been activated by nearly 60 clients in the past five months.
Andrea Groh, Chief Sales Officer of Gewista, sums up, "The great success of this new unit has shown that we have touched a nerve that extends across all sectors. Bookings were made from Fast Moving Consumer Goods (FMCG) and consumer electronics to the fashion segment. The new offer was utilized by both large brands and smaller stores, for which Gewista used custom-made product packages. Due to the great success, some have already implemented repeated campaigns several times and have planned shopping center advertising as a fixed marketing component in their 2022 business plans."
All-around shopping experience
"With our networks, we cover not only the largest shopping centers in the country, but also important shopping streets and the subways. Our customers are already making efficient use of these synergies in their media mix. This year, our focus is increasingly on the creation of innovative worlds of experience. In addition, there are numerous new and very flexible possibilities for reaching target groups through data-assisted campaign management," says Heike Fischer, head of Gewista’s Shopping Center Advertising unit.
Almdudler and GANT as prime examples
Claus Hofmann-Credner, Head of Marketing - Almdudler, sums up the first campaign within the framework of Shopping Center Advertising, "In the summer of 2021, we implemented our national OOH campaign ‘Almdudler Wanderlust’ together with Gewista and with the integration of all Digital City Lights in the Westfield shopping centers. This allowed us to influence our target groups and reach them directly at the POS with our promotion. The focus was on realizing an efficient 360-degree customer journey. For us, it was the right decision to be the first brand to offer our customers a new and varied marketing experience."
Sebastian Geist, PR & Marketing Director GANT D-A-C-H, said, "We are very happy to implement our campaign digitally and to display directly at the POS in the Westfield Shopping City South. By partnering with Gewista, we were able to create a tailor-made campaign concept, which was uniquely flexible, individualized and customized to drive traffic to our GANT store."