Transforming Kia from a value player to premium
For the Australian Open, we were tasked with shifting perception of Kia from a practical brand to a premium brand whilst launching their first small SUV, the Seltos.
Rather than tell people about the features of the car, we decided to anchor our experience in something our audience cares about more: music. We build the Kia Seltos Studios which dramatised deconstructed elements of the Kia Seltos in a way that would resonate with our audience; multi-sensory experiences that invited play.
The outer walls of Seltos Studios were built to mimic the car’s in-built Bose speakers. Neon signs and changing colours gave onlookers a first-hand feel of the car’s mood-lighting feature and drew attention from across the grounds. The hero of the activation was ‘Beat The Beat’, which brings together an amalgam of the Seltos features in a digital game that challenges guests to stomp digital tennis balls to speed up their virtual Seltos and the immersive ‘Mood Room’, which was a giphy booth that brought the innovative sound mood lighting feature of the Seltos to life, which was easily shared on the individuals social channels.
Results Above KPI Targets
- Fans Entering the Activation: +18%
- Average Dwell Time: +84%
- Promo Items Distributed: +78%
- Seltos Enquiries: +657%
Lancome Brings Happiness to Christmas
Lancome and Bastion EBA worked together to amplify Lancome’s ‘Happiness is Here’ Christmas campaign in a high traffic retail space.
We built a luxe, immersive retail activation, bringing to life Lancome’s international inspiration from Paris, with the experience designed to bring happiness to the busy Christmas shopper and transit audience.
Every detail was considered – from a branded coffee cart and express facials, through to fragrance filled vending machines and personalised gift-wrapping.
Two VIP Shopping events were held in the space to the soundtrack of a live gospel choir, featuring luxe food and beverages and live demonstrations from Lancome’s makeup specialists.
It resulted in Lancome’s most successful (visitation + yield) first day of a retail activation.
“The best retail pop up we’ve ever done”Ricardo Schmidt Diaz, Head of Brand, Lancome
Lancome: Elevating the Shopper Experience
Lancome was celebrating the renovation of its most iconic product “Genfique” by taking over the David Jones Dome Site at Chadstone Shopping Centre during August 2019.
We were tasked to conceptualise a stand out multifaceted experience that delivered consumer education, unique experiential moments and retail opportunities, with an open and welcoming layout and clearly considered customer journey.
How do we build a customer experience that enhances the consumers’ shopping experience at Chadstone Shopping Centre and create a circular space that invites consumers to positively engage with the brand?
We embraced our key pillars of effective brand experiences…
Surprising… leading to engagement.
Ownable … leading to distinction.
Cohesive… leading to equity.
Loveable.. Leading to advocacy.
We designed and built a bespoke customer experience that immersed consumers in the Lancome universe… and took them on a seamless journey of discovery, to trial, to purchase. Consumers were able to trial products, receive onsite guidance from Genfique experts, win special offers to redeem against products, photo opportunities and state of the art build elements including an LED entrance tunnel in the shape of the Genifque bottle.
Bunnings Launch ‘Click & Collect’
Bunnings asked us to help launch Click and Collect… their new online shopping service that offers over 35,000 products available: from plants, to homewares and building equipment.
But Click & Collect is inherently digital... and Bunnings wanted to use experiential to take this new news to market (a pivot away from their classic TVC strategy).
So our team decided to replicate the Online Shopping Experience in real life
For one day only, a pop up Bunnings Warehouse appeared in Melbourne’s iconic Federation Square. The activation housed 3 key components; a pop up plant store, virtual aisles and the infamous Bunnings Sausage Sizzle where consumers could share a photo with #tagforasnag to grab a free sausage. Gold coin donations were also encouraged to help raise money for Melbourne City Mission and celebrity chefs Shane Daly and Adrian Richardson popped down to serve up a few gourmet snags of their own.
Our Pop-Up Revered Across The Nation
Raised over $10,000 for Melbourne City Mission
Served a whopping 2,000 Sausages through the Iconic Bunnings Sausage Sizzle.
Star Wars Transforms Chadstone
Chadstone are on a mission to position themselves as more than a shopping centre, but a cultural epicentre whilst driving late night trade during the school holidays.
Star Wars has no place in a shopping centre; where people go to fill out their ‘to-do’ lists, so how do we convince ‘shoppers’ (school kids and families) to extend their stay, play and pay?
In July 2019, we transformed the shopping centre into the Star Wars universe, snapping our audience out of the shopping mentality.
Over the 14 days, over 27,000 people participated in the activities, with a unique social reach of over 1.2 million. (no influencers were commissioned… reach came from people sharing their photos interacting with the X-Wing organically!)
KIA: The Real Aus Open Winner
2019 marked the 18th year seeing Kia as the major sponsor of the Australian Open… the biggest sporting event in the southern hemisphere attracting over 705K visitors. They engaged us to conceptualise and develop an end-to-end sponsorship campaign. Our activations needed to launch the Kia Cerato by activating on their ATL campaign ‘Get Mean’. Data acquisition, brand perception and meaningful engagement were key pillars of success for Kia.
But, the AO is fast becoming a brand activation playground, people are no longer going for the tennis alone, and they certainly aren’t in the mindset to buy a car. So, how do we turn eyeballs towards KIA and drive meaningful engagement with the brand and the car?
We delivered 6 Kia experiences in and around Melbourne across a three week period:
We helped fans engage with the newly launched Kia Cerato developing a custom made Carpool Karaoke game utilising cutting edge augmented reality technology.
We delivered the very first Kia Surprise Sunday throughout Melbourne, surprising and delighting fans with special prizes and tickets.
We helped bring the Kia Tennis Live Site to life through a sponsorship with Federation Square.
We delivered a custom built display within prime location at Garden Square North of the Australian Open.
We astonished fans at the VIK Ceremony held at Federation Square with a surprise appearance from Rafael Nadal.
Finally, we seamlessly drove the above the line campaign into a real life experience for fans in the Kia ‘Get Mean’ custom game at Federation Square.
We helped KIA own the Australian Open
- 17k+ fans engaged across the 15 days
- 14k+ fans sat inside the newly launched Kia Cerato
- KIA data leads – KPI met
- KIA car sales leads – KPI met
- Test drives completed – KPI met
Shooting Business KPI’s for The Star
We created an objective evaluation process for The Star that drives more measurable business outcomes.
Active across three markets in Sydney, Brisbane and the Gold Coast, The Star Entertainment Group has an extensive partnership portfolio, featuring 40+ properties across the country, ranging from major sports and entertainment organisations, through to cultural festivals and niche community causes. The challenge? Ensuring that this portfolio continues to drive The Star’s core business objectives and brand vision consistently on a national level.
We created a strategic evaluation framework and tools to allow The Star to optimise both existing and prospective corporate partnerships on an ongoing basis.
Bastion EBA continue to work hand in glove with The Star team to optimise their partnerships as part of a holistic 5 year marketing strategy.
Driving Cut-Through for Nissan
We found Nissan a vehicle to drive an emotional connection with mums and families.
Australians recognise and love Nissan’s model lines: X-Trail, Navaras and Patrols; however in a cluttered and competitive auto category, Nissan needed to build equity in its master brand and differentiate from the competition.
Building Nissan’s strategy, we recognised the role of sponsorship to generate passion for the brand, by making Nissan stand for something in the minds of consumers and represent more than just cars. So, we analysed every sponsorship property in the country to find something that Aussies love, Nissan could own and was a passion point for its target audience. The answer was Netball.
Negotiating exclusivity and protection from all other autos across Suncorp Super Netball, the Australian Diamonds, Channel Nine’s broadcast, Telstra’s digital streaming and key state bodies, we delivered Nissan ownership of the entire Netball ecosystem from the grassroots to the elite, and with it, an award-winning partnership.
Now responsible for the management of the partnership, Bastion EBA has assisted Nissan to establish themselves as a brand with which audiences have an emotional connection.
Ferrari at F1 Aus Grand Prix
We re-ignited brand loyalty at the biggest motor-racing event in Australia.
By implementing a three-phased strategic program, we recognised that from a database comprising of 4000 Ferrari owners, a significant number of inactive and ex-customers felt the brand did little to interact with them. We also discovered that 70% of Ferrari customers had an interest in the F1.
This led us to build ‘The Ferrari Red Lounge’, Ferrari’s first ever consumer activation and hospitality program at the 2019 Australian Grand Prix.
Our activation across the F1 was two-fold: during the day, we offered members an exclusive rest area, and refreshing gelato from our branded cart; and at night we organised live music, delivered an intimate Q&A with Ferrari’s drivers, served gourmet canapés, displayed luxury Hublot watches, and provided branded photo opportunities in front of a two-sided media wall.
Over an engagement period of 4-days, the Ferrari Red Lounge hosted 900 Ferrari customers and 250 VIP guests; achieving 1,200 new data acquisitions, a number that represents more than a quarter of their current database. The program gave sales staff a platform to form and strengthen relationships and the long term sales opportunities will be a key driver to future business success.
READ MORE in the Australian Financial Review about Ferrari’s boom sales results.
Garnier Stars at Australian Open 2019
Bastion EBA pulled off another memorable activation at the Australian Open, this time for Garnier to mark the beginning of their two-year sponsorship deal as the Official Skincare and Haircare Partner of the Australian Open.
Garnier returned to the Australian Open after a 10-year-hiatus and were looking to offer a completely different consumer experience, stepping away from a product and beauty service focus. This time round Garnier wanted to hero the master brand and drive brand advocacy for Garnier.
Creating an Exceptional Brand Experience for Tennis Fans
Bastion’s brief was to bring to life the new By Garnier Naturally brand identity through an immersive experience at the Australian Open; deliver Garnier’s commitment to nature and drive towards a more sustainable future; showcase the fun, energetic and fresh image of the brand; and to stimulate mass social engagement organically.
Bastion’s concept for the activation was a nature inspired playground that both kids and adults alike could run wild in. The exterior design focused on natural elements such as greenery, fruit,
flowing water and natural wooden tones. As guests entered they made their way through nature’s walkway, an open-air hedge maze delivering messaging about Garnier’s commitment to nature and the environment, before they transcended into Nature’s Playground.
Services Delivered Under One Roof for Garnier
Involvement from the wider collective involved the stand-out creative concept by sister agency Bastion State (now part of Bastion Banjo). During the tournament Bastion Effect managed Garnier’s ambassador partnerships as well as running the PR and influencer engagement. Bastion Films produced video edits for Garnier Australia social channels and Bastion Promote successfully sourced 60,000 recycled balls for the ball pit inside the experience.
Exceeding Fan Attendance by 70% over 14 days
Over the course of the 14 live days, Garnier had 44,331 people through the experience, exceeding the target by 70%, and distributed thousands of goodie bags and merch items; driving positive brand recall and inclination to purchase the Garnier brand in the future. Adding to the campaign reach, over 950 organic social moments were shared by fans during the tournament on Instagram using the hashtag #bygarniernaturally and Garnier’s account grew by 4,000 followers. The tournament also served up their highest engaged organic post in six months.
Garnier’s Marketing Manager Alexandra Shadbolt said: “We couldn’t have hoped for a better outcome. The activation looked even better than expected, the demand from fans to immerse
themselves in the activation space was exceptional with huge queues even on very hot days, and the social engagement has been amazing! Bastion and Tennis Australia worked exceptionally well together to deliver an unforgettable experience that our brand has benefitted from in a huge way”.
Bastion EBA Head of Experiential Fran Fenemor added, “It was a dream brief for our team. We love what the Garnier brand stands for as much as we love working at the Australian Open.
Grand Slam Oval is a world-class activation platform and such a rare opportunity for brands where you have the chance to engage with more than 780,000 fans in the one place. The end
result for Garnier was testament to the collaboration between all of the people involved including Garnier, Tennis Australia and our amazingly passionate team at Bastion Collective.”
Bastion will be working with Garnier again at the 2020 Australian Open.
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Bastion Collective is the largest independent communications agency in Australia. We exist to be the Bastion of Australian Ingenuity. Our integrated agency network allows us to deliver simple, original and resourceful communications solutions to our clients' complex problems. Bastion Collective clients can use us for one specialist service or our entire integrated offering, delivered through one central point of contact. We do this all to help our clients create, grow, measure and protect their businesses.