Bus shelters transformed into living gardens and body painted artists handing out flowers to commuters: try pitching that campaign idea to your shopping center owners. It took guts, but Brisbane, Australia’s BCM agency did it and the result was an eye-catching ploy to promote Wintergarden shopping center’s AUD 100 million (just under $92.9 million) redevelopment.
With the work slated for completion in the heart of the city’s Queen Street Mall in the first quarter of 2012, Wintergarden needed to inform shoppers that it would remain open for business the entire time. So BCM came up with the “I Am Growing” campaign, which played on a gardening theme to generate anticipation of greater retail things to come.
The campaign came to life with a vegetation hoarding spanning 45 meters. Bus shelters in the central business district (CBD) were turned into idyllic garden settings where body paint artists interacted with commuters and passersby, handing out 8,000 flowers over two days. They also invited people to become fans of the center’s “Grow to Win” Facebook page (www.Facebook. com/wintergarden) for a chance to earn one of the daily $250 vouchers to be given until April 30—participants can win the prize through a virtual flower. Fans can also interact with a “living billboard” and suggest what they’d like to see added to the growing poster.
According to Wintergarden’s PR agency, Undertow Media, the “I Am Growing” campaign will also include Facebook engagement ads and content, street press, in-center material, sales promotions, sampling and on-the-street brand activation activities to share redevelopment news with local residents and CBD workers.
“This is a model of what truly involving communication needs to be. It’s innovative, integrated, on-brand and very engaging,” said Paul Cornwell, partner at BCM, which won the center account earlier this year.
“The Wintergarden team should be congratulated for embracing the possibilities that are now out there for us.”
Wintergarden’s redevelopment will produce 13,500 square feet of retail space on three levels.
The Bottom Line
Wintergarden spent approximately AUD 250,000 ($231,995) on its “I Am Growing” campaign. The budget breakdown was as follows:
Advertising (Print/Outdoor/Sampling): 42%
Center Hoarding: 35%
Social Media: 18%
Retailer Communication: 5%
Source: Undertow Media for Wintergarden Shopping Centre.
In the Spotlight
The following media outlets gave Wintergarden a publicity boost:
Print
>> Courier Mail
>> Mx ONLINE
>> BrisbaneMarketing.com.au
>> QueenStreetMall.com
>> RagTrader.com.au
>> VisitBrisbane.com.au
Source: Undertow Media for Wintergarden Shopping Centre.
Tool Time at Hillside
