05 Jan 2024
There’s no better way to get in front of potential customers with spending front-of-mind than at shopping centres and malls. With a variety of spaces to suit all types of brand activation, from sampling to demonstrations to large-format experiential events, there is something to suit every marketing campaign. In addition, shopping centres also offer a variety of media formats, for a further reaching campaign, ensuring multiple touchpoints across the site, such as OOH and digital amplification, to ensure success, wide reaching marketing campaigns.
HSBC
Foundation Australia and HSBC popped up in shopping centres across the Eastern Seaboard this winter. Strategically timed to make the most of their international travel audience, the campaign allowed brand ambassadors to engage directly with the consumer on their Everyday Global Account.
U by Kotex
Sometimes the best way to get into the heads of consumers is via their hands. By popping up in four shopping centres in New South Wales and Queensland, including the Macquarie Centre and the Broadway Centre; Kotex and Campus Group found their perfect target market, engaging with consumers and handing out free samples.
Dilmah
Experiential marketing spaces and pop-ups offer the flexibility that traditional retail spaces just can’t offer. For example, taking advantage of a cold snap, this winter, Dilmah and 5ive Senses provided consumers with warming samples of their tea range. Utilising both a fixed location in Westfield Bondi and roaming permits across Sydney, facilitated by location:live, to provide the widest reach possible.
Rockstar
Mondays might not be peak days for some demographics however when targeting students, it makes perfect sense. Aligning strategically with the return to university and term time, Rockstar, supported by Traffik, popped up at Broadway Shopping Centre in Sydney, sampling new flavours and generating leads via a competition with this retail brand activation.
L’Occitane
A good example of how retail pop-ups can also drive a connection to less tangible goals and support brand positioning is L’Occitane’s brand activation at Westfield Warringah Mall. Showcasing their commitment to sustainability, the execution used wood, cork and dried flowers and featured a refill fountain and competitions, to offer consumers so much more than your standard retail pop up.
PUMA
Making sure that their brand activation looked as good from above as it did from the ground, PUMA recently hosted a virtual kick experience at Chadstone Shopping Centre in Victoria. Appealing to a family demographic, the activation had interactivity, retail and lead generation, to really maximise on their brand space space, and utilise it fully.
Volvo
Making the most of the reach a shopping centre can bring, Volvo and Graffiti used both experiential and digital out-of-home for maximum impact. Popping up in Sydney, Brisbane and Melbourne, Volvo promoted their C40 recharge model and gave themselves a floor to ceiling share of voice, with the activation visible on all floors of the shopping centres they popped up in.
