Stockland Shellharbour’s Mannequins Migrate

Stockland Shellharbour’s mannequins have wandered off. Not to fret, however—they’re finding their way home.

The center has launched a novel marketing campaign to draw attention to its $330 million redevelopment. That redevelopment is going to turn the center into the ultimate fashion destination, bringing in a great selection of top fashion brands. And the mannequins just can’t stay away.

Some have been spotted hitch-hiking, hailing buses and hanging out on the train as they make their migration on the center. They’ve been styled to the nines, with outfits from the center, and they’re set up all over the city to surprise and delight potential shoppers.

“This exciting campaign gives us the opportunity to market the centre a little differently, and reflects the unprecedented fashion offering now available for customers at Stockland Shellharbour,” said centre manager Brett Leonard.

Skip Waterhouse, creative director at marketing agency SapientNitro, added, “We came up with the slightly surreal concept of hundreds of shop window mannequins wanting to be a part of this amazing fashion experience, which eventually spawned the ‘Fashion Migration’ campaign.”

“It is a unique and interesting out-of-centre experience for the target market that brings the shopping experience into everyday situations in an extraordinary way,” he said.

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