Shopping mall group, Westfield, has rolled out an online campaign ahead of the launch of Westfield Stratford City. The video, which aims to show 100 years of east London fashion in 100 seconds, was launched to generate interest in the mall’s opening on 13 September.

It is part of a wider campaign, which includes social media, a new website and traditional advertising. Sarah Lukins, head of digital marketing at Westfield, says: “Stratford City might come as a surprise to many customers because a lot think that Westfield in West London is the only one but in fact we have 119 sites around the world, this means we need to get the message across that Westfield is a brand.”

The video was created by digital agency The Viral Factory and will be seeded across fashion and trend sites, as well as social media sites such as Facebook and Twitter.

Ed Robinson, creative director of The Viral Factory, said, “Fashion tends to be aspirational, but viral and the internet as a whole is about being inclusive so we have to provide a cool factor without having the usual happy people in glossy places. Online you need to give something back.”

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