NGV Triennial at Chadstone
THE BRIEF: BRING TO LIFE CHADSTONE’S PARTNERSHIP WITH NGV TRIENNIAL 2020
Bastion EBA were briefed by Chadstone to bring to life an in-centre COVID safe activation through their partnership with NGV Triennial 2020.
Chadstone – The Fashion Capital, is a Major Partner of the NGV Triennial 2020 and through this partnership, Bastion EBA were asked to collaborate with Triennial artist, Misaki Kawai, to develop a colourful and playful extension of the NGV Triennial exhibition to the centre called Moko Moko Doggy Park.
The key objectives were to create an engaging school holiday programme for children during the month of January, collaborating with National Gallery of Victoria and Misaki Kawai; ensure the activation met all COVID-19 planning protocols; and incorporate ideas that could integrate the retailers.
OUR APPROACH: CREATING ARTISTIC CHILDS’ PLAY IN A FUN & COLOURFUL SPACE
Bastion EBA created an unforgettable kids’ school holiday experience in Chadstone, including the following:
- Zone 1: A 4.5m GIGANTIC fluffy yellow and black spotted dog – called Mr Chad
- Zone 2: Children’s arts and crafts activation zone, including individualised arts and crafts packs (no need for sharing!) and a touch free augmented reality puppet show
- All over centre: Treasure map with riddles working with participating retailers across Chadstone
The activation was a great success as the booking spots sold out within 3 days of the site going live and Mr Chad will live on as Chadstone will be donating the masterpiece to Monash Children’s Hospital.
Photography credit: Peter Marko
Building Victoria’s Golf Tourism Capacity
We provided strategic recommendations for Tixstar to develop a Victorian golf tourism product. Tixstar is an established ticketing and experiences provider for the Australian sports and entertainment landscape.
Golf tourism has been identified as a potentially high growth sector for inbound Chinese and international visitors by the Victorian Government. To capitalise on this opportunity, understanding the market and the optimal entry to the market is critical.
Our challenge was to provide an approach for Tixstar to build and profit from building Victoria’s golf tourism capacity for Chinese consumers.
We helped Tixstar to understand the size of the prize in order to build a Chinese golf tourism product and e-commerce platform while identifying the most viable operating model and route to market.
Our strategy identified key recommendations for Tixstar to help them develop the opportunity internally.
These recommendations ranged from determining financial modelling and feasibility of the golf tourism product, identifying the objectives, opportunities and channels for marketing activity to promote the product and developing stakeholder engagement considerations to ensure the successful support of this project for Tixstar.
The Results: The development of this strategy has allowed Tixstar to start building this product into a business in its own right and implement the recommendations made to initiate the growth of their golf tourism proposition.
Celebrating 100 years of AIA
To celebrate AIA turning 100, each region globally was tasked with holding a celebration embodying everything the organisation stands for – Healthier, Longer, Better Lives
AIA Australia engaged Bastion EBA, as its retained Events and Sponsorship agency, to design and deliver an event for its 800 Melbourne staff, that celebrated the four pillars of its AIA Vitality product: Move Well, Eat Well, Think Well and Plan Well.
With a branded 800 person marquee in Fawkner Park, AIA’s staff were engaged throughout the day with guest speakers, HIIT and yoga classes, healthy and gourmet food and drink options, a colouring wall and the development of an art mural to commemorate the day.
In addition, the centrepiece of the day was a 100 km relay race which the AIA Melbourne team completed over the course of the day, passing the baton to Malaysia, the next region to have their Centennial celebration.
With region leaders of AIA in attendance, the feedback both locally and globally was that the Australian event was beast in class when it came to representing AIA, its values and its organisational pillars.
Feeding Victorians Through Partnerships
We built Foodbank Victoria (FBV) a new commercial strategy that allowed them to optimise the revenue generated through their corporate partner program and increase the awareness of Foodbank Victoria as a charity.
FBV needed to find new ways to increase the value proposition they offered partners, as the majority of their current partners were based on staff engagement initiatives, which restricted their appeal and the benefit they can provide to many brands.
We identified new opportunities to utilise the strength of FBV’s IP and showcased the potential that FBV’s partnership assets have as a marketing channel for current and future corporate partners.
Our research also found that brands are willing to pay a premium for corporate partnerships that are centred around a charity’s fundraising campaigns and initiatives.
This identified another opportunity for Foodbank Victoria, which saw FBV increase the value they offered corporate partners by creating bespoke campaigns that align with their partner’s marketing and CSR strategies and objectives.
The change in strategy led to the signing of new corporate partners Bendigo Bank, Emma & Tom’s and ExxonMobil, and the resigning of major partner Port of Melbourne.
Reebok Nano X Launch with AR
Reebok were preparing to launch their new training shoe, the Nano X, but we were in a world where nobody was stepping outside to try on shoes. We needed to build hype and provide access to the shoe once it dropped in this new ‘at-home’ environment.
Bastion EBA helped create an integrated campaign for Reebok across digital channels.
This commenced with ‘Reebok eCommunity’ live sessions with key ambassadors and athletes broadcast across Facebook and Instagram, a launch competition to be the first to get access to the shoe, and a cutting edge integration into a virtual try-on mobile app, Wanna Kicks, allowing the audience to try the shoe on from the comfort of their home.
This activity has allowed Reebok to build significant hype for the new shoe, have a sustained presence on a platform which capitalises on the new world of retail, whilst enabling the brand to drive innovation and growth of their e-commerce channels.
4.4K eCommunity views
3.6K Virtual try ons
Launching Microsoft XBOX Gears 5
‘Ink’ is a vehicle of self-expression and this was the DNA of an immersive festive experience we created that infused the modern outlaw of culture with the Gears 5 universe.
With Xbox game play at the heart, the rest of the Gears Ink festival was vibing with graffiti art, the buzz of the live tattooing and a barber station over through the sounds of live music and the smells of smokey food trucks.
Our launch formed part of a global series live streamed concurrently for Xbox fans all around the world and earned the client feedback “this was the best launch ever done”.
Lancome’s most anticipated product launch of 2020
The most exciting and anticipated campaigns for Lancome in 2020 was the launch of Idole – the first new fragrance release in over five years and the first product Lancome had developed to target the Gen Z- Millenial demographic.
Lancome knew that to attract a new customer, along with a fantastic product they would need to take a new approach in presenting and communicating their brand.
Bastion EBA designed and developed an activation that stayed true to Lancome’s empowering and feminine brand, while leaning on style and behavioural insights of this new audience and a nod to the design of the futuristic bottle and packaging.
The striking Idole retail pop up maximised a relatively small footprint to provide futuristic automated fragrance spritzer, a stylised photo moment and incorporated the empowering mantras pulled through from the ATL campaign.
Helping Lancome Celebrate Chinese New Year
Lancome’s first retail activation in the 2020 calendar was Chinese New Year at Chadstone. A four-week celebration, showcasing holiday-themed hero products and providing opportunities for deeper engagement with the Chinese shoppers.
Bastion EBA set about designing and producing a modular style build that could be reused across the year, while still having strong themed expressions throughout and reflecting the Lancome brand’s mission to empower.
A striking red lantern tunnel entrance led through to an immersive experience featuring a traditional Chinese New Year wishing wall, lucky envelopes with purchases, a clear customer journey featuring all major Lancome product lines through to the path to purchase.
Two VIP shopping events were delivered in the space, featuring themed catering, product demonstrations and access to exclusive gifts with purchase.
Helping BankVic engage the emergency services community
Emergency services were more important than ever following the unprecedented Australia fire season in 2019/20. During this time BankVic, the 100% member-owned bank serving police, health, emergency and public services, aimed to increase brand awareness and data capture with the audience, communicating that they were there for them in this time of need. BankVic looked to achieve this utilising the partnership with the Hawthorn Football Club as a primary vehicle.
Bastion EBA was engaged by BankVic to create and deliver activity that was engaging for the at-match audience, built awareness of BankVic as the bank for emergency services, and importantly captured data of the emergency service audience.
The result was a BankVic branded zone with multiple touchpoints driven towards data capture, including a branded handball challenge, exclusive money-can’t-buy experience competition, and digital photo moment featuring emergency service vehicles and uniforms. Due to COVID19, the activation was only brought to life at a pre-season match, however, strong data and engagement was observed – and all signs pointed to what would have been a successful rollout at the official Emergency Services Match during the AFL Season.
Mirvac creates a passage through time
Mirvac wanted to create as a platform to tell Mirvac Residentials the ‘Evolution & Endurance’ story which portrays the business’ incredible 40-plus-year legacy and its reputation as Australia’s most innovative property developer.
Bastion EBA was engaged to design and build a travelling retrospective exhibition to display at each of Mirvac’s Residential head offices in Sydney, Melbourne, Brisbane and Perth. As well as, create an opportunity for key stakeholder and staff engagement.
Our aim was to create a ‘passage through time’ which looked back at the Mirvac Residential legacy and design archived in chronological order through the decades. The design ethos was based on four core pillars – people, place, quality, legacy – which collectively, distinguish the Mirvac Residential brand and Mirvac’s longevity and heritage. The story was brought together through well-thought-out artwork, key messaging and panel design.
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