We make it our priority to be across all facets of an experiential marketing project, the event planning required in this type of project is critical to the success on many levels. The considerations around key messaging with regards to the history and cultural importance of the Swanston Square Apartments façade was a balancing act between a variety of stakeholders from the Wurundjeri clan through to Grocon and their partners. As an Event Designer TJ Carroll our director pulled out all the stops to create a variety of touch-points to reinforce the message and tell the story of this iconic building.
This was not your average experiential marketing campaign it was a progressive style brand activation with a spot of product promotion as the cherry on top for good measure. It was paramount to not only the significance of the Swanston Square Apartments and Grocon as a brand, but most importantly the building stands as a symbol of Australian shared identity, recognising the deep history of Melbourne’s Indigenous people, The Wurundjeri-Willam.
The vantage point (and the product promotion point I referred to earlier, two birds one stone!) from one of Grocon’s newly finished buildings, 150 Collins Street, formed the base of this experiential marketing campaign. Guests were taken on an excursion throughout the building, with each movement creating a part of the story of William Barak.
The brand experience was filled with many historical and cultural references. With performances by two Wurundjeri dance groups and Aunty Joy Wandin - Murphy’s Welcome to Country, the night had guests mesmerized.
The final installment was the unveiling of Swanston Square Apartments from afar where the portrait of William Barak on the façade of the building becomes clear. To ensure maximum brand experince we decided lighting the 30 story building was a must.
As the evening progressed and the sun set, the building facade steadily lit up as a stand out addition to Melbourne’s cosmopolitan skyline.