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GPT - Vans General Pants

Shopping mall activation 2016

Vision

GPT Group owns Highpoint Shopping Centre Melbourne, the third largest shopping centre in Australia.  During the School Holidays, they wanted to entertain patrons to encourage them to stay in the centre longer, generate social media buzz and showcase their new, youth focused retailers.  

Strategy

Upon investigating the new retailers, we found that many of them had a focus on action sports, youth culture.  We partnered with Rampfest Indoor Skate Park to develop a unique Skate & BMX Holiday Show.  

We coordinated the installation of a special, portable half-pipe and worked closely with the centre to ensure the ramp was safe for use in close proximity to patrons.  We coordinated some of the top BMX & Skate athletes from around Australia to perform.  

We branded the ramp, surrounds and athletes with the key retailers logos and the shows were integrated with a promotional campaign to help the centre gain a larger email database.

Result

 

The key retailers involved in the event reported improved sales over the weekend by up to 20%.  The centre also experienced a higher than usual volume of traffic overall throughout the weekend.  Further to this, they received excellent feedback from patrons and hundreds of entries into the giveaways and email competition.