OnBrand, one of the UK’s leading full-service destination marketing agencies, is celebrating another major industry achievement after its innovative ‘Sounds of Westfield’ campaign has been shortlisted for two of the retail property’s most prestigious awards, recognising the agency’s creativity, technical expertise and ability to transform customer insight into an award-winning customer experience.
Designed and developed by OnBrand‘ in partnership with Westfield London, Sounds of Westfield has been shortlisted for ‘Innovation of the Year’ at the SCEPTRE Awards 2026 and the ‘Emerging Technology Award’ at the internationally recognised SOLAL Awards.
This new and impressive installation is a first in connecting background music to foreground engagement, gamification and entertainment. Developed from the insight of high ranking scores that music gets in destination marketing customer satisfaction surveys, the OnBrand team wanted to take music engagement a step further.
Working closely with the Westfield London team, OnBrand transformed that insight into an engaging and interactive digital experience, creating a modern-day shopping centre jukebox that enabled visitors to vote for the songs they wanted to hear while exploring the destination.
The campaign quickly became a standout customer experience, generating thousands of interactions, capturing valuable customer data and demonstrating how technology can strengthen engagement, increase dwell time and create memorable moments for visitors. Its success has now been recognised by two of the retail destination industry’s leading awards programmes.
Westfield’s Centre Operations Manager, Matt Coppins, also celebrated the achievement, highlighting that the campaign started with “a simple piece of customer feedback” before becoming “something completely new for the sector.” He described the double shortlist as fantastic recognition for everyone involved and praised the collaborative partnership with the OnBrand team that helped bring the concept to life.
Daniel Graham, Managing Director at OnBrand, said:
‘To see Sounds of Westfield recognised by both the SCEPTRE Awards and the SOLAL Awards is an incredible achievement for everyone involved. The campaign perfectly demonstrates what can happen when genuine customer insight is combined with creative thinking and innovative technology. Our team loved bringing this concept to life alongside Westfield, and we’re incredibly proud to see it recognised by two of the industry’s most respected awards programmes.’
