SHOPPING CENTRE ACTIVATIONS
In an increasingly digitized world, experiential marketing is an incredible tool for brands to stand out, retain and develop a real-world connection with their audience, creating brand awareness and in some cases, reengaging with the consumer. It is commonly seen as a more back-to-basic marketing approach, but is indeed targetter in building brand equity, and building on new product line launches. A greater emphasis is placed on experiences, over material wealth, both Millennials and Gen Z are the digitized generation, and thus a perfect target audience for experiential marketing. The difference to digital or traditional marketing being the emotional connection formed between consumers and brands, which in terms drives long-term advocacy.
Shopping Centres have a long history of not only facilitating retail experiences, but are also an entertainment destination. People are still choosing to head out to a shopping centre, instead of shopping online, and for a good reason, they like the experience that comes with being in a shopping centre that hosts brand activations designed to engage, and draw more shoppers to the centre. When designing a shopping centre activation, the end goal is to encourage more shoppers to come to the physical shopping centre, which promotes more customers to the centres retail tenants.
Summer Fashion week
Pacific Fair Shopping Centre, Gold Coast
Covering many retail spaces across all corners one of the largest shopping centres in Queensland, Gathering Events installed and carried out instore Brand Activations designed to engage and evoke interest in retail outlets for shoppers alike.
Pacific Fair Shopping Centre engaged Gathering Events as the official cart partner, to capture foot traffic in various parts of the shopping centre, through use of the activation companies unique fresh juice stand offering, and various other carts covering it’s pre-packaged branded sweet treats.
Creating multiple entertaining activations such as branded fairy floss, popcorn and cold pressed juices, our charming brand ambassadors on behalf of Pacific Fair were able to hand out over 3,000 units free of charge to all shoppers, creating quite the buzz over the weekend. All of our activation carts served pre-packaged items, sanitary, safe and fun. Create a custom branded experience with our different branding options, from full cart branding to cup and food catering branding.
Westfield Plus Sweet Treat Giveaway
Recently Gathering Events was engaged by Westfield Coomera’s head of brand experience, Lauren Quigley, to bring to life her vision of her brand activation which was designed to encourage customers to sign up to the new Westfield App, and essentially increase foot traffic into the shopping centre. The brand activation, “Westfield Plus Sweet Treat Giveaway” featured one of our fully branded carts, with one of our charming brand ambassadors handing out pre-packaged, branded popcorn and fairy floss packets. Ms Quigley wanted a custom experience targeting people of all ages whilst creating a buzz around the new App, and therefore creating brand awareness and in essence, driving customers through to Westfield Coomera’ retailers. The activation was held in the busy school holidays at the back end of the year.
“We signed up hundreds of members and saw the highest daily sign-up figures we have seen since our campaign launch.” Ms Quigley explained in the post event brief.
It is especially hard capturing an audience during the busy Christmas period, with most consumers one-directional at this time of year.
“The activation drove awareness of our new app Westfield Plus. Customers were rewarded with a sweet treat when they signed up to the membership program, and appreciated the sugar hit in the busy week before Christmas.”
After being asked if she would work with Gathering Events again on future marketing events she said yes and elaborated: “It was a pleasure to work with Gathering Events. The team showed initiative, and needed little help from Centre Management which is appreciated during such a busy time of year.”
BURBERRY NEW COLLECTION LAuNCH
5 days. Gelato and cold brew. colour match gelato and sorbet. private appointments. custom cart. custom packaging branding.
Mother's Day Mocktail CART
Mother's Day shopping can be stressful, finding the right gift, the right booking or reservation at the correct restaurant is daunting. Raising the glasses on Mother's Day, our delicious and refreshing interactive and ‘build your own’ Mocktail cart entertained hundreds of Shoppers, keeping them energized and importantly engaged. Our mobile mocktail service is the perfect addition to your next Shopping centre brand activation Our passionate and professional mixologists will provide the extra level of service and sophistication to your next event.
Mother's Day FLOWER CART
Covering Sydney, Brisbane & Melbourne, Mother’s were treated to hand wrapped and packaged flower posies. Running this beautiful event nationwide across multiple ECCO stores, shoppers were in for a treat with this national experiential marketing campaign. Passing free flower arrangements to ECCO shoppers was the best way to say thank you on Mother's Day. Needless to say, that the beautiful carts not only looked, but smelled amazing driving in foot traffic and interested customers from across the mall.
Mecca Cosmetica Store Launch
Having a mobile coffee cart at your next brand event will change the game. Our professional baristas ensure specialty coffee is made exactly to the roasters recipe, in your own retail space, every time and on time! Branded coffee cups not only look stunning but are also promoting your brand when customers take them away. Our charming coffee cart feautured at this Mecca store launch in Brisbane’s Queen Street mall, with special sweet treats added to the coffee cart, the girls at Mecca absolutely loved the company colour donuts... Pssssst, this is also a super popular Christmas activation idea.
David Jones Father's Day Promotion
Last year’s fathers day saw Gathering Events run multiple carts over multiple locations, all Father's Day promotions for David Jones, promoting it’s carty service, all over NSW. In partnership with American Express we designed a custom brand activation, inviting customers to spend money on their David Jones Credit Card. Free giveaways included organic face cleansers, branded macaroons as well as branded water.
School Holiday Activation
Paradise Centre, Gold Coast
Spanning over five weekends across the December school holidays, Gathering Events created a custom branded experiential marketing experience for the Paradise Centre on the Gold Coast. Engaging and entertaining customers over the school holidays, creating a different and unique service each week, shoppers were pleased to see our brand ambassadors their each week! Giveaways were handed out from our Paradise Centre branded cart, and covered everything from branded lolly jars, to fresh drinking coconuts - and even yummy Gelato!
Kate Spade Perfume Launch
How can you make your next product launch pop you ask? Hire our custom branded popcorn cart of course. Featuring in Sydney’s Pitt Street mall, Kate Spade erected a spectacular pop upstand, giving away free popcorn and perfume samples to people passing by, introducing them to their brand and their new scent ranges. Our popcorn carts are the perfect addition to any marketing events of this kind. Pick from our selection of sweet or salty popcorn to satisfy all your customers taste-buds. Our range includes; caramel popcorn, cinnamon popcorn, butter salt, BBQ, nacho cheese and salt & vinegar.
Kate Spade were not only able to stand tall in front of thousands of people, they also engaged with their customers, promoting their new perfume line. With the help of our branded cart, we made sure the Kate Spade VIP morning breakfast each day were jammed pack with healthy treats, cold pressed juice and yes - take away popcorn of course! Our branded popcorn bowls, branded cart and coloured umbrella made for a pop of pink spades and green shades.
Black Friday Candy Cart
Gathering Events created a custom all black and white themed candy cart for Toowong Shopping Centre in Brisbane. Shoppers were treated to a wide variety of black and white candy, from chocolate to sweet jello cubes. Each bag was custom branded to promote the shopping centre, and our charming brand ambassador helped shoppers select candy favourites, tailored to the individual. Sweetening up everyone's day, candy carts are an all-time favourite for brand activations and can easily be customised through our branded cart, bags and even the colours of the candy.
