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Garnier delivers on Coast to Court Campaign

In Garnier’s second year of partnering with the Australian Open, the brand has utilised the sponsorship to complement…

WRITTEN BY

Tate Meredith

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Garnier delivers on Coast to Court Campaign

In Garnier’s second year of partnering with the Australian Open, the brand has utilised the sponsorship to complement and amplify their existing Coast to Court creative campaign currently in market. As part of this program, Garnier is excited to have produced the first competition grade tennis net made completely of recycled plastics.

With over 800,000 fans estimated to attend the event in 2020, the Garnier Coast to Court activation helps tennis fans take a journey through Garnier’s mission to reduce the plastic waste making its way into our oceans and onto our beaches every year.

The experience invites fans to walk through the wave, feel the mist of water on their skin, learn about Garnier’s sustainable approach and, on their way out, take a unique photo and a sample of Garnier’s iconic Micellar Water – with its 100% recyclable plastic packaging.

Speaking to the role of experiential marketing in driving and amplifying campaign engagement, Alexandra Shadbolt, Garnier Marketing Director, said:

“Garnier is committed to sustainable sourcing and reducing our environmental footprint to support our future generations.

“If we can engage in a conversation and offer a fun and interactive activation that truly resonates with Australians, then it’s the first step in creating a more sustainable future.”

Bastion EBA was responsible for building an activation for Garnier that amplifies their existing Coast to Court campaign and heroes Garnier’s Green Net. The Coast to Court activation featuring the giant wave on Federation Square, the mini version at Show Court 3 and the team of helpful Garnier Coast Guards roaming the AO grounds help Garnier serve a greener summer of tennis from the coast to the court.

At Bastion EBA, we believe the human touch and immersive nature of experiential marketing goes a long way for brands, and pays off in the long run. Brand experiences engage customers directly by inviting them to participate in-person rather than putting them in the role of a passive observer. The Freeman Global Brand Experience study discovered 93% of consumers claim live events have a larger influence on them than TV ads. Making experiences a significant opportunity for brands to bring their ethos to life and turn imagination into reality, helping customers fall in love with their culture not just their products. By reflecting consumers increased needs to create memories, thanks in part to social media. From a business perspective, this means consumers are willing to spend money on experiences, and in turn are more likely to purchase products the company sells.

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