“Built By Kids” is a complete activation solution that is fun and engaging and it can be tailored to suit your objectives. This scalable and adaptable experience includes a range of STEM-based equipment, delivering an engaging open-ended playspace designed to spark imagination and drive creativity by letting kids play and discover amazing ideas that can change the world.

With a city of oversized blue blocks, a full ramp and tunnel system to encourage creativity and exploration and an amazing STEM playground, there is something for everyone at “Built by Kids”.

In addition to the included campaign assets, ENGAGE has the capacity to tailor additional “Built By Kids” inspired activities and elements based on individual requirements.

The team at ENGAGE are always looking for opportunities to create activations that recognise our place in the global community and offer ways to make a real difference through experiential marketing. Cromwell Property Group were onboard from the moment we pitched partnering with SolarBuddy to produce the Project Shine Campaign. The campaign invited Northpoint’s local business community to become agents for change in their lunchtime, by building a SolarBuddy solar light and writing a personalised letter to the recipient – shining a light on energy poverty and demonstrating how one small act of kindness can change the life of a child in our global community.

The gift of a SolarBuddy solar light helps children living in energy poverty to continue studying long after the sun goes down improving their education outcomes and overall health and wellbeing. Children also spend less time collecting firewood for cooking and heating and instead spend more time attending class, preparing for exams and completing homework assignments.

A custom designed and built installation took centre-stage for completed SolarBuddys to be placed on, with a daily “light-up to showcase how many lights had been completed each day.

RETAILER INTEGRATION

ENGAGE worked with Northpoint retailers to produce a “Buddy”-themed promotion for shoppers across the campaign. We encouraged them to work around the concept of “Bring a Buddy” or a friend referral offer, where they both receive a reward for either referring a friend or being referred, which tied in neatly with the Project Shine SolarBuddy Campaign.

Event Produced by AliveEngage in association with Alive Events Agency.

ENGAGE created an interactive, immersive, fun and culturally significant ‘Allianz Deepavali’ inspired video and photo experience. Attendees were invited to capture their very own ‘Allianz Deepavali’ branded video, creating a memorable and sharable experience. Festival attendees filmed their ‘Allianz Deepavali’ video on a custom designed backdrop and shared their memory with their online community on Instagram and Facebook. Attendees simply entered their mobile number or email address for instant delivery to their phone to share via their preferred social media platform.

To further enhance the experience and make it even more memorable, participants were also given a branded ‘Allianz Deepavali’ take-away photo. As an added incentive, attendees were invited to share their video on social media with their followers, friends and family for their chance to win a $1,000 Visa Card! To be eligible to win the $1000 Visa card, attendees shared their video via Instagram using the hash tag #LightUpDiwaliWithAllianz

In addition to the beautiful Deepavali inspired photo booth background, the marquee space was also Deepavali themed, enhancing the cultural experience of the activation and the festival. Upon entering the marquee attendees were immersed in a vibrant and colourful setting, with the team embracing the culture and festival with their very own henna designs.

Fostering Connections has been promoting Foster Care through traditional channels for some time with limited success. At ENGAGE, as one of Australia’s best experiential agencies, we pride ourselves on delivering meaningful activations with measurable outcomes that provide our clients with valuable data and insights to support their future marketing campaigns and strategies.

The activation was designed around four key elements:

• An ‘always on’ innovative Augmented Reality experience for tenants to immerse themselves in with short 30 second videos highlighting the positive experiences of being a Foster Carer.  People were able to experience the videos in their own time and at their own pace.
• A series of engaging and influential panel discussions with a variety of different foster carers, adults who had once been fostered children, different foster care agencies and other associated people.  This created an opportunity for people to interact and learn more about what is involved in becoming a Foster Carer.
• A large custom-built mosaic wall with 500 interactive photo tiles that once completed at the end of the activation, presented a lasting message for all to consider, ‘Open your Heart, Open your Home’. Each photo tile had an image of current Foster Carers highlighting the diversity and demographics of Foster Careers.
• Brand Ambassadors were on hand to engage with people, start the conversations through all the above touchpoints and provide further information as real-time feedback and insights

The International Donut Day Activation was tailored specifically for 120 Collins Street.

The strategy to engage existing registered portal tenants, as well as drive portal database growth, was to offer a limited number of free donuts to those who registered. This was advertised on signage during the prepromotion phase in the lobby, on the portal and through the customer service representatives at 120 Collins Street.

To establish community engagement we created a dedicated International Donut Day activation area. This eye catching and fun lobby installation included a donut station decorated with a colourful balloon garland, custom-made donut balloons of which were hand painted and decorated plus colourful and fun furniture.

Specialty donut artists in donut inspired uniforms were on hand decorating customised donuts from an array of delicious toppings which included decadent fondants, toppings and glazes.

Equiem staff were available to register tenants on the spot which further increased portal database growth and created conversation opportunities to strengthen ties and ensure positive interaction between the asset and tenants.

Waste Warriors is a complete activation solution that is fun and engaging and it can be tailored to suit your objectives. This scalable and adaptable experience includes a range of sustainable workshops, ‘always on’ activations and live performances.

The Waste Warriors experience come as a complete campaign including; a style guide with graphic design assets and branded elements. It is a custom-designed and built work shop with ‘always on’ set-up’s. It even comes with its very own theme song, We are the Waste Warriors.

In addition to the included campaign assets, ENGAGE has the capacity to tailor additional Waste Warrior inspired activities and elements based on individual requirements. To extend the life and reach of the campaign we recommend integrating a social media strategy, partnering with local schools, creating an online engagement experience for kids and parents whilst also integrating retailers.

CoM’s ‘Get Moving’ campaign was seeking to motivate urban professionals to adopt healthy, sustainable lifestyles by walking and cycling in and around Melbourne. Their audience and objective became the muse for our activation design. What interests them? How do they want to be informed? What experiences will connect the target audience to the campaign? A first-up interest for us was locating and securing four CBD locations that provided adequate quantities of the target audience. Owing to a strong existing relationship with a client deeply ensconced in the urban property/culture industry, we were able to create a win-win situation: CoM had the perfect home for their four activations, ripe with the urban professionals they sought, and our existing client had original, engaging content to offer to its tenants.

Next up was the task of designing an activation mechanic that provided a relevant reward to the target in exchange for their personal contact data. Along with CoM providing in-campaign rewards such as Rebel vouchers and Fit Bits— perfectly suited to their audience — our experienced event marketing agency knew that in order to deliver database growth the activation also needed an on-site reward. Healthy bodies need fuel, hence our decision to use delicious fresh bircher muesli topped with Nudie yoghurt and a mint garnish to attract people (a), and (b), reward them for providing their email address. Despite some warm weather at one of the four activations that might not have endeared some people to a dairy treat, the bircher reward presented beautifully on an organically styled food station and was for the most-part hugely popular. The snack-sized portions were perfect for people on the go and enabled us to produce samples in quick succession.

The process for gathering personal data also had to suit the style of the audience. As commercially-savvy professionals, they were likely to be disinclined to hand over their phones, even to a well-presented staffer, to install an app (needed to record ‘Get Moving’ points). There was also the time sensitivity of contact – lunchtimes only offer a certain window for interacting with anything. Hence our recommendation to CoM to gather email addresses rather than app downloads onsite, facilitated through a team of informed staff, armed with a specially-developed digital platform provided by the City of Melbourne specifically for their campaign.

Our final major consideration was for the overall presentation of the activation – not only ensuring it met our execution standards, but what is actually happening at the activation to align it with ‘Get Moving’ and create a connection in the mind of the audience. The answer for our event designer was linked to the healthy lifestyle proposed by the campaign. The branded ping pong table did not see much down time for the three days it was onsite, whilst the branded digital map station that allowed people to easily calculate their best walking route to and from work, was also popular and a great conversation starter. These two engaging activities were situated alongside the beautifully styled bircher station as well as a cute bike-n-cart, which also tied in nicely with the healthy lifestyle theme.

An event plan is more than just a document that includes contacts, runsheets and site drawings. Truth be told, an event plan starts way before the first supplier is contacted or even considered. It begins with an overall vision for the event; everything that the event is about; why it is happening, who is it for and what type of experience are you looking to deliver. With the Athlete’s Village handover event for the 2018 Gold Coast Commonwealth Games, the vision was clear – a premium, stakeholder occasion that showcased the development, but equally, the character and uniqueness of the region. Guests needed to leave feeling like they had had a true Hinterland experience, and that the developer and the building acknowledged the local inspiration in all its colour and richness. This was the event plan.

Like no other, this property development event relied on our awareness of the key elements that make an event what it is, and then knowing the people or organisations that can deliver these to brief. First amongst these was – and often is – the food. Catering sets the tone for the evening and is often the one element people recall over all others. ‘Local‘ was the key ingredient and essential to creating a unique experience. In this instance, we were aware of a former Masterchef finalist based in Queensland who was known for his bespoke menus created from local ingredients for corporate events. The food at this event was described by one of our senior team members as the best she had tasted “in 15 years of doing these types of events”, and that is quite a statement considering her experience in experiential marketing. Mouth-watering Mooloolaba King prawns, a delicious cheese selection from nearby Woombye Farmhouse and a Buderim Ginger and mint infused signature cocktail were just some of the gastronomic delights on offer that night.

Decor and styling elements were given just as much attention. Designed to support the intense tones and bold architecture of the Athlete’s Village, the furniture was elegant yet unobtrusive in quantity, placement and appearance. Floral arrangements inspired by Queensland coastal native grasses and Gold Coast succulents greeted guests and provided pops of muted colour, but also curated to play a supporting role to the building we were there to launch. Staff were hand-picked for their bubbly Queensland dispositions and fully briefed to converse informally with guests about the unique qualities of the food and signature mocktails.

Experiential touchpoints included some that were mandatory based on their importance to the development as well as some that were custom-built by our event designer. Created specifically for the internal hallways of the new building was a 96m continuous artwork inspired by the sun and moon cycle of the Queensland bush. Our client was keen to showcase this original work, but initially had only a rough idea of how to incorporate such a giant installation. The end result was a 300m square marquee, completely black to the sun that housed the work in a heightened, sense-deprived experience. One truly ‘lived’ this immersive artwork. Another priority for our client was showcasing the giant outdoor sculpture that sat adjacent to the event space. Designed specifically to represent the heart of the village precinct, the 60m installation was introduced to guests on the night through a dazzling lightshow that included a custom-built soundscape. The lightshow revealed and complimented the sculpture but was never so overpowering as to clash with the subtle throw lighting that washed the surrounding buildings. As an accomplished brand experience agency, we knew balance was always going to be required to ensure the true character of the development was conveyed to all.

Sensitivity was also called for when acknowledging and profiling the indigenous qualities of the project. A local elder performed a Welcome to Country followed by a Deadly Award-winning musician, from Queensland and respectful of the local tribal elders on whose ground she was performing. The journey to the ‘art marquee’ was made more authentic through the placement of an indigenous didgeridoo player en route, with the enchanting Australian bush sound drifting up through the cool twilight air being one of the most moving experiences of the night.

Shopping centre activation has hit a new level in the past five years. Driven by increased competition, improved retail mixes and a desire to occupy a singular position, Centres and brand experience agencies such as ENGAGE have sought to create integrated campaigns that contain a mixture of peak moments and always-on interactions. ‘Place-making’ – the term used to describe the process and outcome of being inspired by local stories and characteristics – is finding increasing value in the shopping-centre space, particularly as it pertains to design and visual elements. Our involvement in the Grand Central launch was a perfect example of this new approach, and one which we took very seriously based on the visibility of the outcome and its propensity to drive PR content.

Launching in spring and around the same time as the iconic, 60-year-old Towoomba Carnival of Flowers, the subject of our installation seemed an obvious one. The variety of textures, colours, shapes and hanging options available to florals also gave us – and the designer – plenty of scope to vary the execution at each of the three locations. However, as an experiential agency, well-versed in product launches and property development events, we know that impact and memorability are created when an artful twist takes the viewer in an unexpected direction. Hence our decision to install giant, colourful PAPER flowers from the roof of the new Centre. A paper application also mitigated operational concerns around upkeep, longevity and appearance.

Experienced paper artists are not easy to find however, especially ones working on this scale. Thus, a significant consideration in the planning stage for this project was finding the right collaborator, which happily resulted in the engagement of Benja Harney, a paper engineer extraordinaire. With over 12 years’ experience developing a body of work that pushes the possibilities of the paper medium, Benja and his studio, Paperform, are at the top of their game in this country.

Central to the design phase of the installations was identifying techniques for representing Grand Central’s four core values. An exhaustive process of modelling and experimentation allowed us to work closely with the designer to achieve an on-brand execution that truly spoke to all four values with sensitivity and devotion: ‘Genuine’ was captured by respecting weight and gravity and hanging the heaviest elements at the lowest point. ‘Charming’ was evident in the detail and warm, matte finishes. ‘Spirited’ was brought to life via bold colours matched subtly and through interlocking forms. ‘Pioneering’ – perhaps the hardest to manifest – was referred to in scale and by juxtaposing repetition with open form. Anything we produce, from visual displays to brand and sponsorship activations, always takes the soul of the brand as its most influential element. Nothing else creates the kind of ENGAGEment we are known for.

The final piece of the puzzle was the installation, which despite a few operational issues – such as the remoteness and size of the assemblage area – was seamless. Nothing is ever a certainty in large-scale activations that take shape in spaces being completed as you are bumping in! But this is the nature of shopping centre launches and one that we are very comfortable with.

Event Produced by Alive Engage in association with Alive Events Agency.

Activating events in public spaces puts a particular emphasis on maximising unique environmental opportunities. Of course, all branded and sponsorship activations we work on maximise opportunities in order to deliver results, however, with outdoor public events, the experience must be so strong and speak in such a clear, common language that it delivers impact to passers-by almost immediately and to those completely unfamiliar with the brand. In the case of Daffodil Day, the elements we had at our disposal were the official Daffodil Day hashtag, the personal connection a lot of people (unfortunately) have with cancer and the bright golden amber that is synonymous with the daffodil. We had four days and a city full of people to mobilise these elements and create a captivating community engagement event.

Federation Square in Melbourne is a wide, open space that sits adjacent to the city’s busiest train station. It also acts as a thoroughfare for thousands of CBD workers every day, in the heart of the ‘gloomy’ city. In order to maximise these opportunities, we immediately saw sense in following a ‘big and bright’ creative direction – oversized installations, bright yellow tones and activations that required physical involvement. In terms of scale, the ‘Hashtag Wall’ made the biggest impression – standing a considerable 3m tall by 6m wide and beckoning passers-by with its fun selfie props and flower pot edging. What eventuated was a clear indication that the client was dedicated to new and socially-based method of communication, which delivered a pleasing increase in usage of the official hashtag and purely online ‘Daffodil Dedications’.

The ‘Message Wall’ greeted visitors at the busiest end of Federation Square. With its heart-felt greetings and reflections from those who have been touched by cancer, it immediately created a personal connection that drove engagement and inspired reflection. The popularity of the ‘Message Wall’ was beyond expectation and provided the client with ideas to explore for future iterations of Daffodil Day.

Sitting directly in line-of-sight to the masses passing through the activation space was the ‘Growing Wall’ – another interactive experience – however this time the magic developed over the four days of the campaign as visitors continued to attach a fresh daffodil to the latticing. The ‘Growing Wall’ provided visitors with something to be involved with immediately and personally, as well as for the duration of the activation, even as an observer. It tapped into the Cancer Councils philosophies around unity and sharing in the fight against cancer, and for this reason was one of the most talked about elements of the activation.

As an experiential agency, we understand that activation often needs to meet more than just one objective and speak to more than just one audience. Whilst the interactive ‘Walls’ at this year’s Daffodil Day activation at Federation Square attracted a new audience via personalised content, there remained a solid base of people who wanted to show their support, as they always have done, by simply making a donation or purchasing a piece of branded merchandise. Critical to this objective was making the entire space function effectively for the different audiences and yet provide moments of interaction between hash-taggers, traditional supporters and Daffodil Day volunteers. By understanding traffic flows, site lines and optimal adjacencies, our event designer created a space that delivered a positive and memorable experience for all stakeholders.

Event Produced by Alive Engage in association with Alive Events Agency.