Bring a retro themed but future-facing experience of COVID-friendly fun to the shopping centre.
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A campus experience that enables prospective students to feel they belong at Murdoch University.
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Introduce a global company head quartered in Perth as naming sponsors of an iconic Australian event.
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Solve an annual festival event pain point with a suitable festival themed solution to 'Let Life Flow'.
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Change the way people FEEL about HBF.
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Engage potential students in an experience that makes them think about studying at MU.
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Demonstrate free-thinking by Murdoch students to Perth Scorchers fans.
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Activate Peet's community partner sponsorship of Perth Scorchers at Scorchers games.
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Generate awareness of the causes of house fires in order to change behaviours.
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Generate awareness of the RAC rescue helicopter and its role to keep us safe.
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"Experience better" standout in the crowded shopping centre Christmas retail period.
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Give a taste of that winning feeling and engage lapsed players.
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Get people talking about road safety in the Wheatbelt region of WA.
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Launch Lakeside Shopping City Joondalup's new season, their new positioning and visual style ‘Come Alive, Come Thrive’.
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Enable viewers to experience the injustice of 'no workers' compensation'.
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The team at Lakeside Joondalup recognised that over the last few months their shoppers have responded well to retro and nostalgic themes in line with current fashion trends. They briefed Gettin Hectic to create a concept that would not only harness the power of those themes but also deliver a future-facing experience of COVID-friendly fun.
Lingering wave 2 of COVID-19 and social distancing requirements led Murdoch University to rethink their usual approach to Open Day 2020. They arranged to take groups of prospective students on a campus tour instead of facilitating a huge campus event. Unfortunately, at the time of the tours, the campus was not full of busy students to give the prospective students a good insight into student life. MU asked Gettin Hectic to bring to life their Free Your Think campaign with an installation experience that would delight and engage the prospective students on tour.
South32 partnered Rottnest Channel Swim 2020 for the first time as naming sponsors but noted that brand awareness was low for participants and spectators. Gettin Hectic was invited to activate all touch points of the event to communicate and embed the understanding that South32 is 'a global company head quartered in Perth'.
Fringeworld event organisers expressed their concerns to event sponsors Kleenheat about the safety of a road crossing for patrons at a major festival ground on James St, Northbridge, Perth. They appealed for sponsored help to create a safe road crossing at peak family times during the day for the safety of patrons.
Health insurer, HBF’s, new ‘Get Well’ platform was launched during a period of unprecedented category scepticism 2019. Recognising this, we used Experiential Marketing to ‘soften the ground’ for the new product messages still to come. We sought to bring to life the TLC we all feel from a hospital visit and extended that feeling beyond the boundaries of the hospital. The activation was specifically designed to make people FEEL something about HBF before asking them to listen to us.
The Virtual Visitor project was atypically single-minded: - Soften the cynical stance of many consumers to the category. - Demonstrate the ‘care’ that HBF genuinely has for its members. - ‘Prepare the ground’ for future product messaging. - Bring to life the ‘support network’ of which HBF is an important part. - Create reach through meaningful social and physical interactions.
Choosing a university seems to be a low-involvement decision, with most school leavers just following what their mates say they are doing. For Murdoch, this low investment decision means they are often dropping out of consideration as early as year 10. Our task was to challenge this apathy, start a conversation with prospective students, and help them better understand the unique environment on offer at Murdoch University.
As part of their partnership with the Western Australian Cricket Association (WACA), Murdoch University’s academics work with Perth Scorchers (Western Australia’s state cricket team) to help their elite batters develop their ability to anticipate where a bowler will bowl. This fascinating example of Murdoch University’s free-thinking approach saw a team of Murdoch students and researchers develop ‘occlusion glasses’ to focus the batters’ attention on the body language of the bowler at the moment of delivery.
As a long-term experiential marketing partner, Murdoch University asked Gettin Hectic to apply our experiential approach to three complex challenges this summer: • Bring to life their existing ‘This is free-thinking’ creative • Leverage their partnership with the WACA • Communicate with a notoriously hard-to-reach audience in a way that resonates deeply
Peet had never sponsored sport before, so we wanted to create brand awareness and generate leads by aligning with Peet’s brand proposition of’ Life Your Way’, leveraging the Scorchers branding with a #scorcherslife hashtag and tying into Peet’s community lifestyle messaging.
Department of Fire and Emergency Services (DFES) asked Gettin Hectic to develop a flexible communications tool to help educators deliver important safety information to a diverse audience that would also encourage and ideally scare (a little bit) the audience into action. This communications tool would also need to work in a wide range of settings and travel effectively right across the state.
RAC sponsors WA’s only 24/7 emergency rescue helicopter service – RAC Rescue. The service, which is managed by the Department of Fire and Emergency Services (DFES) covers 90% of WA’s population yet awareness could be higher and, the role it plays in saving lives, stronger. A huge part of RAC’s brand platform is giving back to the community. They asked us to find a way to make people more aware of the emergency rescue helicopter service and to drive awareness of the essential role that it has in keeping Western Australians safe in our huge state.
Westfield Carousel asked us to consider how to help them create real standout during the extremely competitive Christmas retail period. Most shopping centres provide shoppers with a ‘Santa experience’ and some basic kids activities during the holidays however, Westfield Carousel wanted something that would not only create real a real point of difference but also bring to life their ‘Experience Better’ brand platform. The creative challenge started to take shape:- Leave people feeling ‘It really feels like Christmas at Westfield today’ in a manner that entertains kids for long enough to make this a ‘destination experience’ as well as providing parents with a much needed break during the pressures of Christmas shopping. Oh… and do it for 6 weeks
Lotterywest is a long-term supporter of Fringeworld in WA. They asked us to give Fringe-goers a taste of the winning feeling and a better understanding of their support for the WA community. We identified this as a great opportunity to engage a hard to reach audience of lapsed and non-players.
The road safety death rate in the wheatbelt region of WA is 11 times that of Perth Metro. Working with our friends at J Walter Thompson we were challenged to deliver an experience that would get people talking about road safety in the Wheatbelt.
Lakeside Joondalup Shopping City by Lendlease enlisted Gettin Hectic to:
• Attract and retain increasing numbers of customers
• Increase centre dwell time (directly linked to sales)
• Consolidate their position as the premium retail destination for ‘Beauty’
• Drive Word of Mouth and PR opportunities
The challenge at the heart of the brief was audience engagement; how to use beauty to create a series of experiences that were engaging, immersive, highly memorable and encourage shopper participation and sharing but that were also self-guided and did not create a bottle neck within the centre on a busy Saturday with 25,000 shoppers.
The West Australian Police force are the only police force in Australia that don’t receive workers’ compensation insurance. Working with our friends at J Walter Thompson we were challenged with bringing this injustice to life.
A month of shopper entertainment and competition entries in instagram, plus content for a live Channel 10 News cross.
Gettin Hectic's artwork was installed for a month and served to engage both students and prospective students in its message. The message that MU is the right place for those who are free thinkers supported both a sense of belonging and placemaking.
All participants, safety parties and spectators for the event received multiple touch point activations that gave both visibility to and light but wholistic experiences of the countries of the world in which South32 has operations.
Gettin Hectic effectively managed vehicle traffic and pedestrian families to cross the street safely whilst also getting them in a light hearted mood ready for Fringeworld entertainment.
The activation was hugely successful. - Seen by over 420,000 people - Over 500 immersive interactions - Reach of 130k+ on Facebook and Instagram - 13,500 social interactions. Perhaps the most important metric (based on the objectives) was the emotional reaction. - 86% positive response (only 2% negative) - An unprecedented degree of positive sentiment for a activation of this type in the category.
PADC Skull Awards 2019 - Best use of Experiential Marketing in a Promotional Campaign.
Walter was live to the end of FY19
• 335,274 opportunities to see
• 3781 deep engagements
• 500 SMS engagements
• An average of 400 microsite engagements per activation
As part of a long term-strategy to change perceptions of Murdoch University the key metric here was engagement. The Murdoch University Cricket VR experience has proved to be the highlight of a very dynamic fan zone at Perth Scorchers games with circa 350,000 people seeing the experience and 4200 actually taking part. Murdoch University expressed that the experience was such a good representation of the free-thinking approach that they have commissioned several further activations to be sent to their partners as far afield as India to promote the University to foreign students.
350k eyeballs 4.2k deep engagements
A brand experience at three sold out scorchers games in 2018/2019 season and 6 games in 2019/2020 season. The experience delivered almost two thousand participants, hundreds of leads and 500k opportunities to see over seven events.
The impact of the DFES VR experience has been immediate and far reaching. The launch of the experience attracted significant media attention with prominent coverage on TV (Channels 7,9 & 10) radio (ABC, Mix 94.5) and print (The West) reaching over 1.3 million people in a matter of weeks. DFES found the experience to be so compelling that they have included it as a permanent exhibit at their Heritage and Education Centre on Murray Street. A mobile version of the experience has also been created for use by regional fire departments at 15 events to date which have so far been experienced by over a thousand people and seen by circa 75,000. ‘It has been great working with Gettin Hectic this year we could not have done it without your expertise and patience with us. You guys were wonderful to work with and you really brought our vision to life!’ Jemma Williams, Manager Public Affairs, DFES
Campaign Brief Awards - Best of Year 2020 - Experiential Marketing
The experience is now 2 years into a tour of Western Australia that may last 3 years or more. At 16 August 2018, the Experience had travelled over 9,000km. It has been seen by over 600,000 people at events. The VR had been experienced onboard the replica RAC Rescue helicopter by over 16,000 participants. An additional 49,000 people have viewed the VR via social media and this figure is gaining momentum as fans tag and share it.
FINALIST Best Experiential Campaign Brief Awards
- 15k engagements in 6 weeks - av. 12min dwell time some 30min+ - 4600 Elf graduates - 2m+ opportunities to see - 69k social public reach - An award from Westfield Australia and NZ for "Best Destinational Energy" Westfield Carousel
Over 10,000 people had a direct interaction with the Lucky Lounge.
65% of them had the benefit of a winning experience.
54% of them had their first interaction with the brand in over 3 months.
Over 500,000 people were exposed to Lotterywest and their community grants messaging.
Hundreds of thousands of people have seen the Elephant in real life plus millions more as part of the PR campaign.
It has become the symbol of road safety in the Wheatbelt and generated thousands of conversations in the community.
The Elephant has been embraced by the Wheatbelt, appearing in murals, quilts, books and artwork all created by the local community.
There is still hard work to achieve our goals as part of this five-year campaign.
We delivered a highly engaging shopper experience that allowed over 100,000 people to immerse themselves in the vibrancy, texture and excitement of colour.
Audience engagement was through the roof with thousands of people sharing photos on the Lakeside Joondalup social feed.
One zone in particular caught the attention of the online community. It was a video of illustration artist, Mekel, colouring her own work that took the online community by storm delivering 1.6m views from fans on Mekel’s Instagram
Over one million people viewed the content that we created.
The issue was featured by the media across Australia and internationally.
We created an ongoing discussion about this injustice and the fight is still on to deliver the police a Worker’s Compensation scheme.
WINNER Best Integrated Campaign PADC (awarded to JWT) WINNER Best Digital Viral Film PADC (awarded to JWT)
ARCADIA, developed with artist Steven Buckles, includes ten augmented reality experiences plus live entertainment, all designed to bring joy to a family audience. Huge images inspired by the 80s Vaporwave aesthetic have been placed throughout Lakeside Joondalup. Ranging from 2x2m to 8x6m, the images come to life when viewed through an app. These AR experiences allow participants to swim with pink swans, capture the sunset on an electric beach and be beamed up by a UFO. They are designed to encourage engagement by placing the participant at the heart of the action and are fully integrated with social media to encourage sharing and allow for trackability. There are special offers built into the experiences to incentivise shopping and further engagement. The AR is supported by roving and pop-up themed performances that enhance the atmosphere with iconic 80s vibes. “We recognised that just because 2020 has been such a rough year, the public’s appetite for experiences is far from diminished.” Said David Saraga MD/CD.
Gettin Hectic with artist Steve Buckles created a series of giant anamorphic art installations across the campus. The artworks fitted into the landscape and buildings of the campus on walls, stairs, ceilings and grassed areas. Each artwork offered a message to engage with this could be viewed but standing in the right place.
Gettin Hectic focused on bringing the global presence of South32 operations to each touch point with large format outdoor banners featuring the faces of the workforce with greetings and well wishers for competitors in local languages. To accompany the large format visibility, the start line at Cottesloe Beach and finishline at Thompson's Bay Rottnest featured bespoke food and beverage experiences themed from four of South32's operational countries. The finishline also offered a themed giant wooded photoframe with messages in languages from around the world.
For three hours each day during the peak traffic periods of family entertainment at Fringeworld, 8 vibrantly dressed dancers and 2 professionally trained traffic managers, intermittently stopped vehicles in both directions, lined a wide crossing section across the road, and danced to popular dance tracks allowing families to cross the road between them safely and with a smile on their face.
Our ‘Virtual Visitor’ activation featured a giant ‘Get Well’ card complete with a distinctive, teal coloured vintage phone that travelled to 8 high footfall public locations in Perth metro area. The phone would intermittently ring and CTA signage inside the card asked “do you know someone you’d like to see get well?”. Curiosity got the better of passers-by who answered to see what was going on. Anyone who answered the phone was thanked for ‘’showing they cared” and asked if they had anyone with whom they would like to share a little TLC.
Details of their recipient and a personal message were taken down by our brand ambassadors and an HBF Get Well branded posy or gift was delivered to recipients all over the country within days of the call. A similar interaction took place through HBF’s Facebook and Instagram profiles enabling both live and online participants the opportunity to send a loved-one a branded ‘Little Posie Co.’ posy or care package with a personalised note.
To support the existing ‘Free Your Think’ ATL Campaign and take advantage of MU's new sponsorship of Perth Arena, we created ’Walter’, a highly visible branded cube which engaged the public in a light-hearted, interactive quiz to see how to ‘free their think’.
We broke the ice with questions about that night's act before moving on to more ‘Free-thinking’ questions. Participants were rewarded for demonstrating their free-think with a ’surprise and delight’ prize.
To achieve maximum reach, special consideration was given to the thousands of ‘on-lookers’ who watched but did not participate themselves; they were targeted with a separate SMS-based engagement mechanic. Anyone who witnessed the activation was pushed to a dedicated micro-site, designed to continue the conversation on-line and allow for further exploration.
Few cricket fans have the opportunity to experience what it really feels like to face an elite fast bowler. We replicated the experience in a highly visceral (but safe) way using 360 VR technology and provided an opportunity to experience the effect of Murdoch University’s occlusion glasses to hone their skills like an elite player. On 2020 Big Bash League game day at the WACA, Lilac Hill and Optus Stadium, fans visited the ‘Murdoch University VR Cricket Experience’, which like the VR content was staged in a set of real cricket nets. After collecting their bat at one of the nets and donning an Occulus headset, participants find themselves facing some of the Perth Scorchers fastest bowlers.
The 3-minute experience gives a real sense of what it is like to face an 130km/ph fast ball and then goes on to explain how the Murdoch researchers are helping batsmen and women hone their skills. It is both a highly engaging and immersive experience and also a motivating real-life example of Murdoch University’s free-thinking approach to learning.
We created a game of “catch” with virtually zero barrier to entry. We bought a fun/unique element by using an electronic ball thrower. We labelled it Street Cricket to bring association to Peet’s community life. Street Cricket is a concept that most communities can identify with. Parents often watched on and took photos of their children. We created cut-through in this busy activation environment by creating an activation of suitable scale for the messages to cut through at the designated locations. The over sized assets (fence, banner, flags, marquee, hashtag) created a zone of 12m x12m in which to experience the brand and had high visibility from a distance with a branded inflatable marquee.
We conducted a high-level stake-holder engagement workshop that enabled us to narrow down the focus of potential messaging to a few key areas: Up-to-date risk factors for house fires - charging phones and tablets on soft furnishings. The critical importance of a working smoke alarm. All fire fighters know that if the public could witness the devastation of a house fire it would change their behaviour forever. Clearly that is not possible so we did the next best thing, we placed people in a burning house using virtual reality.
We performed a carefully managed house fire and filmed the terrifyingly quick development of the fire through the house in 360 VR. Participants experience a typical home scenario for a young family in 360 VR supplemented by a range of icons that track temperature and toxicity. The final scene leaves users on a more positive note by contrasting the outcome of the same scenario with a working smoke-alarm.
We created the RAC Rescue Experience. A four-minute virtual reality experience taking the people of WA aboard a rescue mission in the cockpit of our replica RAC Rescue Helicopter. Anyone who underwent this experience could have no doubt about the nature of the RAC rescue helicopter or indeed of the role the RAC is playing as part of the fabric of WA society
Our solution was the Carousel ‘Elf Academy’ a 16m x 12m zone located in the newest section of the centre. The Elf Academy was a series of 8 sequential activity stations that took kids through their elf paces and culminated in an elf graduation ceremony. > We started by checking their height and elf personality to determine which jobs they would be best at in Santa’s workshop. Elves need a good sense of smell, which we tested with our scented Christmas tree to make sure they could distinguish between Cinnamon, Pine, Gingerbread and Candy Cane. > Christmas dance moves were brushed up on at the ‘Jinglebell Jukebox’ and we all know that Elves have to have a keen eye for detail when making pressies, so we tested that with our ‘Spot the sneaky elves’ challenge. > Some Australian Elf graduates have never seen the snow so we made sure they were comfortable with that by making the whole zone snow during busy periods! > Once our trainee elves had been through every station they had a final chat on Facetime with Kringles, our head Elf, based on the North Pole. Using all his elf magic, Kringles thanked the elves for their hard work and sent them an elf graduation certificate with their own unique elf name which magically appeared through the phonebooth mail slot. > Elves could then dress up in Elf attire and have an official elf graduation photo taken to show off to their friends.
Over 650,000 visit Fringeworld, so we delivered value by creating a light touch experience that could engage huge numbers of people in a relatively short time.
We created the Lucky Lounge, a relaxed environment where people could play simple games of luck and watch Fringe go by.
The entire experience, from the physical environment to the brand architecture, was designed to create as few barriers as possible for an audience who were likely to be a bit wary and disengaged.
We focused on two of the key reasons that non-players list as reasons for not playing: A lack of excitement around winning and the feeling that they are not going to win anyway. All aspects of our experience were designed to target non-players, focus on the excitement of winning and give as many people as possible a small ‘winning experience’.
We built a life size Elephant made from crashed cars.
A metaphor for the ‘elephant in the room’, the Elephant toured the Wheatbelt, unbranded, appearing in Wheatbelt towns overnight and unannounced.
The road safety message behind the Elephant was revealed to the WA public after the three week tour.
An immersive customer journey was developed and produced by Gettin Hectic that invited shoppers into a world of colour and texture and then took them through a series of highly engaging and immersive experiences.
The experience started with a living wall of colour and neon inviting people to ‘Take a walk on the bright side’ and culminated with our Projection box which allowed participants to paint one of Mekel’s iconic fashion designs using only the movement of their body.
In between shoppers had the chance to try a range of outlandish, colourful wigs and touch up their makeup in our bespoke vanities that were emblazoned with cheeky, empowering, catch-phrases written by fashion bloggers specifically for our target audience.
All the experience zones were designed to be self-guided to allow for an always-on experience and accommodate periods of high foot-traffic.
Participation and sharing were encouraged with our call to action “Brighten our feed and share a snap with one of our colourful installations for your chance to win a $500 gift card to Lakeside Joondalup #brightside”
We created the Crack House Experience, a fully immersive theatrical experience where people could experience what it was like to be a Police Officer in WA.
Only four members of the public were invited to a ‘drive along’ where Police Officers were called a domestic incident which was very confrontational and seemed very real.
Afterwards our participants were counselled by a therapist – a luxury the Police Officers do not receive.