BRAND ACTIVATIONS AND EXPERIENCES
STOCKLAND SHELL HARBOUR
FASHION MIGRATION CAMPAIGN
BRIEF:
Create a strong brand engagement campaign that promoted the upcoming launch of Stockland Shell Harbour Shopping centre and its $330 million redevelopment. The aim: to drive a 'fashion migration' to the Illawarra region on a limited budget, establishing the centre as 'the fashion hub of the South'.
CREATIVE EXECUTION:
THE EVENT SUITE in partnership with SAPIENTNITRO used a serries fashion-forward mannequins strategically placed around the surrounding region in high traffic areas to drive 'chat factor' and interest in the Stockland Shellharbour development. We also capitalised on these stunts as a media opportunity to drive pick-up in local regional press and ensure maximum consumer awareness. Random Mannequins over the period of a week appeared seated at bus stops and on trains destined for Shellharbour, browsing magazines open at a page promoting the fashion migration. Simultaneously mannequins also hitchhiked to Shellharbour by the side of the road with hand-written 'Shellharbour' signs.
OUTCOME:
Each stunt was hugely successfully in creating excitement, intrigue and spreading viral word-of-mouth about the campaign. In addition, media coverage was secured in each region to support the pre-launch of the centre. This playful and fun approach was also perfectly aligned with the target demographic of the centre, resulting in the client claiming it was the most successful campaign they had ever undertaken.
CLIENT TESTIMONIALS
PETE DEFRIES, ART DIRECTOR – SAPIENTNITRO
After selling in a creative ambient campaign to Stockland, we suddenly realised we how tight the timings were and had no idea how to bring it to life. THE EVENT SUITE were life savers.
From the minute they came on-board they took control of every detail and delivered above and beyond what we could ever have expected. There's no way we could have executed it without them.
Our client were delighted with the result claiming it as the most successful Stockland campaign they had ever undertaken.