THE GLEN IN-CENTRE ACTIVATION

THURSDAY & FRIDAY 4PM-7PM & SATURDAY & SUNDAY 10AM-1PM

The main hub of the“Self Help Elf” campaign took place at The Glen Shopping Centre, across 4 days. Providing an opportunity for both Instagrammable moments and foot-fall/purchase power.

A Wrapping Station that offered free wrapping to anyone that had spent over $30 in-Centre provided a wonderful opportunity to engage with customers, allowing the Self Help Elves to “make it better” by taking one job off their list! It also ensured an opportunity for a longer dwell-time at the activation, with positive feedback from all involved.

Another Elf conducted the “The Christmas Pack Match!” quiz to find which Darrell Lea pack might suit that hard-to-buy-for friend or family member. A third Elf was able to roam, interact, play games, challenge customers to sing a song or dance for a sample and generally spread the word of Darrell Lea

MELBOURNE CBD ACTIVATION

THURSDAY 5/12 – SUNDAY 8/12

Simultaneously in Melbourne CBD, the “Self Help Elves” were bringing delight and joy to workers and shoppers, giving out samples, canvassing large numbers and carolling with Christmas Cheer wherever they roamed.

3 of the 5 Elves were seasoned performers, with choreographed numbers that included dancing and singing crowd-pleasing carols. The other 2 Elves handed out samples and brought cheer with their smiles and season’s greetings.

They moved from the Christmas-themed atrium of Crown Casino to the bustling Goldsborough Village for Thursday and Friday into the busy heart of the CBD for Saturday and Sunday.

RESEARCH AND PROCESS

THE VIDCON CREATORS

As part of responding to the brief provided by Visit Victoria, we had to undertake extensive research into each invited Creator that would be at the event, including their audience demographic. These Creators were guests invited by VIDCON to present at the conference and were from all over the world. They were selected based on their level of engagement, followers and focus. There was a large representation of a lifestyle, animation, LGBT and fashion blogs.

We had to present an event that included activations that spoke to these Creators and would encourage them to organically share with their audience, as opposed to pressured, obligatory acknowledgement. As all of the Creators were either YouTube or TikTok based, the activations had to be interactive, engaging and translate visually and acoustically via video. We watch hours of content from the Creators to ascertain what was connecting with their subscribers, what themes were being represented and what was encouraging discussion and interaction.

MELBOURNE

When we were developing the Creative Concept and Program, we knew we needed to include elements of Melbourne that were contemporary and not-oversaturated in the media. The Creators would want to show their audiences new content – content is king!

We used our knowledge of cultural offerings in Melbourne and existing network to identify a unique art installation that would speak to the city’s artistic reputation. Everything had to be a once-off or a ”first” in order to generate that organic content that the Creators search for. We identified and curated a programme that spoke to the uniqueness and the demographics of our Creators, but ensuring new practices or cutting edge offerings were included.

As the activation was scheduled to work with and around the Garnier team’s morning presentation, setting the “fresh start” tone of the day with a lush green stage comprising of quality artifical grass circular pods, surrounded by greenery in crisp white pots. On each seat, attendees recieved a post-card from a Garnier-green organic cotton mesh bag, branded with the “Naturally Me” message, that could be used regularly as part of their healthy everyday. The short timeframe meant that the sustainable gift hadn’t arrived in time, however the cute postcard meant that attendees could collect their bag once back at work, but still experience a surprise and delight moment.

After the presentation concluded, attendees exited from the conference room for their morning tea into a transformed foyer space, where a stunning white wire wall bursting with greenery and foliage invited them to immerse themselves into the Garnier brand. Fresh fruit props played on the nature-based products presented. A custom-made round wooden sign engraved with the Garnier logo was in line with the natural theme.

The photobooth and operator were perfectly themed with the activation, all natural tones and clean lines. The prints were also branded, putting Garnier front and centre and into their hands.

To further promote the Garnier brand, morning tea was also themed, with fresh fruit pots offering a healthy, natural option for attendees.

The staging was hugely effective and supported the strong sustainable and natural messaging promoted by Garnier’s conference presentation. With the photo experience a huge hit, the foyer was abuzz with attendees comparing prints and pulling others into the space to have more pictures taken. We were able to appeal to all of the senses in this activation, from the taste of the fresh fruit pots and the scent of the lush greenery, to the pops of green in the styling and the buzz of the activity around the photo booth.

The morning had been successfully Garnier-branded, created a fun talking point, with the strong theme speaking to their positive message of finding beauty in the natural.

In 2018, the theme for the conference had revolved around the concept of a drum beat uniting the conference. As part of their brief, L’Oreal requested that the original concept of a drum beat be “put on steriods” for the 2019 Conference. We love being challenged to bringing innovation and creativity to a project, so went away and worked hard on an ideation that brought the drumbeat concept into 2019 with a fresh view.

Ulimately, we played on the theme “The Beat Goes On”

The beat of a drum. The heartbeat of an organisation. A rhythmic constant that provides the foundation for life and creation. This was “The Beat Goes On” – elevating the concept of the CPD team being the heartbeat of L’Oreal and taking the drum beat to another level. Surprising and thought-provoking throughout the conference, this set the scene for learning and collaborating with friends and colleagues across the 3 days of conference.

The heartbeat of L’Oreal was brought to life in a wave of colour and motion, celebrating a universal connection at the 2019 CPD Conference at the RACV Resort in Torquay.

“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.

A stunning 24 degree day prvided the perfect backdrop for the transformation of the site: a huge flat carpark that had previously housed the pop-up display suite. A clear-span marquee anchored the space and a team of fantastic suppliers brought in stylish furniture and staging that spoke to the finishes of the Signature Broadbeach interiors, with touches of white marble, gold accents and clean lines. A fresh and generous grazing table reflected the quality level of execution and sparkling water, champagne and beer kept guests cool whilst they mingled under the briliant sunshine.

Striking signage brought the architecture and landscaping of Signature Broadbeach to life, providing a backdrop for the “ground-breaking” photo opportunites, which were enjoyed not only by the Project team, but also by buyers who had flown in to be part of the occasion.

SHOOT A HOOP/WIN  A BURGER

Colour and movement was the tone of the day, and even the poor Melbourne weather (rains and overcast) couldn’t deter involvement! We created a vibrant hub of activity and fun with a “Block Party” that invited the community to engage in a friendly competition to see who could ‘Shoot a Hoop” and Win a Burger from a participating retailer. The colour palette was striking with the overall Campaign creative signage drawing attention to the tone of the Activation.

ENGAGE IN CONVERSATION

The purpose of this element of the project was to engage with shoppers, visitors and residents of Polaris 3083 Town Centre to understand what events and programs they would enjoy. Place-based engagement was the chosen method of engagement, speaking with people as they went about their daily activities and use the centre. Our partners The Conversation Caravan were brought in to deliver this element, which ended up taking place inside due to the wet weather, however this ended up providing a sanctuary for people to spend time. A magical face-painter also provided an opportunity for parents and carers to chat with the team about their responses and thoughts around the following 4 questions:

Q1. What do you love doing with your friends and family?

Q2. What activities and programs would help you or your family learn something new?

Q3. What activities and programs would help you to connect more with your family?

Q4. What activities and programs will make visiting Polaris Town Centre more fun for you and/or your family?

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.

DUX Kitchen was an exclusive one-night-only bespoke ‘pop up’ restaurant at Rokeby Studios in Collingwood, created with Celebrity Chef Adam D’Sylva as the face of Luv A Duck. 30 social media influencers & 10 competition winners dined on an 8-course duck degustation with sponsored The Rising Chardonnay & Pinot Noir, and Plumm glassware.

The ‘twist’. A surprise reveal at the conclusion of the night that their meals were prepared by 8 amateur cooks, proving anyone can cook with duck!

INSTALLATION
Playing on the concept of surprise and original team design, guests were delighted by an overhead installation using 500 red Luv a Duck trays.

SELFIE NEON WALL
A custom Luv a Duck red neon heart and branded black & gold duck wall created the perfect backdrop for influencers to take their selfie photos and upload to social media platforms

DUCK SCRABBLE
A fishbowl with 20 key words were provided to guests to encourage them to get creative with their dishes and photo opportunities.

DUCKISMS
This was a play on words created for the bathrooms – strategically placed on the mirrors the duck/food quotes were fun and playful, even the bathroom was a social media worthy experience!

GIFT BAGS
Lasting impact with Luv a Duck products, accompanying ingredients, recipe cards, Plumm glassware and a bottle The Rising wine were gifted to each attendee at the conclusion of the event

A targeted activation was a prime opportunity to generate some buzz and excitement in the lead up to Christmas, and also provided a way to test the market and provide solid data to formulate the future engagement strategy for both customers and retailers.

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.

ENGAGE designed the vibrant and interactive “13 DAYS OF CHRISTMAS” campaign for Northpoint, which consisted of 13 activation days from 28 November – 14 December. A custom designed “Pick-A-Present” display that invited shoppers who spent a certain amount to show their receipt in order to pick a present. Signage supported the promotion across the Centre and engaging promotional staff encouraged passing foot traffic to enter the Centre, make a purchase and take part in the giveaway.

In addition, every Pick-A-Present participant went into the draw to win a $1000 gift card to spend in the Centre which encouraged participation and was an opportunity to collect data on the shoppers. A PR campaign to support the promotion of the campaign and 3 social media influencers participated and promoted the campaign. As ENGAGE is a nimble agency, the team was able to identify that dropping the minimum spend to enter the Pick-A-Present competition from $20 to $10 would increase participation, and so half-way through the activation period this change was made.

Speciality Northpoint cookies and balloons delivered to key surrounding offices to encourage employees to visit the Centre and participate in the promotion