Tags: Campaign, Design, Digital, Experiential, Magic Mirror™, Retail

LEVEL UP! with Broadway Student Shopping Night!

In an extraordinary four-day event, VANDAL helped transform Broadway Shopping Centre into a retro-gaming shopping wonderland of retail activation, exclusive discounts, prizes and freebies.

Broadway Digital Discount Wallet:

LEVEL UP! offered an innovative digital discount wallet that brought together a collection of bespoke offers from esteemed retailers, all conveniently accessible on your mobile phone. An exciting QR Code hunt took shoppers  on a journey throughout the centre, ensuring an engaging, immersive experience every step of the way.

LEVEL UP! Magic Mirror™ Spin & Win

Driving retail engagement, shoppers who spent over a certain amount scored a pass via the digital discount wallet to win big! Located on the top floor was the VANDAL Magic Mirror™ Spin & Win game where shoppers unlocked exclusive prizes and retail vouchers.

The activation saw Broadway collaborating with 37 retailers, each offering exclusive deals and enticing prizes. VANDAL further activated a vibrant atmosphere, dazzling light-up dance floor, classic arcade games, a retro gaming lounge and much, much more.


LEVEL UP! saw a remarkable 36% increase in foot traffic YoY and an impressive 31% increase WoW. Retailers witnessed a substantial surge in visitation, reporting up to a 50% increase, while others saw a remarkable 60% rise in spend.

By focusing on a key customer segment – students – Broadway crafted simple yet highly effective activation that significantly amplified footfall to the centre and generated substantial sales for their valued retailers. Mirvac’s  unwavering commitment to resonating with the local student population reinforces Broadway Sydney’s status as the ultimate shopping destination.

▼ Broadway

  • National Manager : Nicole Addinall
  • Marketing Manager : Dontea Oneal
  • Asst Marketing Manager: Paras Cladakis


  • Exec Director : Emile Rademeyer
  • Executive Producer : Tracey Taylor
  • Creative Director : Chris Scott
  • Producer : Alice Robinson
  • Creative Technologist : Sarthak Sachdeva
  • Software Developer : Nicholas Tsaoucis
  • UI Designer : Nicci Hurwitz
  • Motion Designer : Brad Allen
  • Designer : Genevieve Read