Bunnings Light up the Warehouse Activation
On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by Bastion EBA.
To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting display, with the warehouse’s 13 metre high facade completely lit up.
Over 200,000 LED and festoon lights from the Bunnings Festive Lights Range were used to create the spectacle. The largest feature piece was a 9-metre-tall Christmas tree. Other festive details for the visual brand display included extra large Christmas presents, Christmas trees, a candy cane, baubles, stars and an oversized bow on top. All energy used has been carbon offset via GreenFleet.
On Friday night from 9pm, the event was live streamed on the Bunnings YouTube channel to mark the official beginning of the festive season, and the lighting up of the warehouse. Online entertainment included Bunnings team members, Santa, festive workshops and the launch of the campaign creative.
Bunnings’ General Manager – Marketing, Keith Murray said, “There is something a little bit magic about seeing houses sprinkled with lights and it’s a lovely way to create community spirit, so what better way for Bunnings to kick off the Christmas season than to light up a warehouse!”
Bastion EBA’s Head of Brand Experience, Lizzie McManus, added: “We are thrilled to kick off the start of the festive season with this happy Christmas activation for such an iconic Australian brand in Bunnings.
“Our aim was to create an impactful, joyful and fun event that could be shared with Aussies at home, via the live stream, as well as those who were able to see the Bunnings warehouse light up in person.”
Watch the event on Bunnings’ YouTube channel here; including a time lapse of the 13 metre high facade display coming to life at Bunnings Warehouse Maribyrnong.
Our Diversified Offering in 2019 as Strategic Brand, Commercial & Experiential Agency
Bastion EBA, part of Australia’s largest independent agency, Bastion Collective, has diversified its offering as a leading strategic brand, commercial and experiential agency, working with some of Australia’s biggest and most exciting events and brands in the country.
In its tenth year in 2019, a lot has changed for Bastion EBA, led by CEO Simon Garlick along with General Manager Matt McCann who joined in 2018. Whilst the core belief of the agency still rings true; to connect people and brands through experiences and emotions, Bastion EBA can now offer a full service agency model, as a strategic brand and commercial agency that delivers exceptional experiences.
In the past month Bastion EBA’s Sydney team moved into the Bastion Collective new flagship NSW office in Waterloo with the nine other business arms. This allows Bastion EBA to work closely with its creative sister agency, Banjo as well as data and analytics arm, Stable Research, both of which were acquired by Bastion Collective in 2018.
According to McCann, the major difference is in the diversity of EBA’s offering. McCann said, “Over the past six months the agency has created a national team of 25 specialists across strategy, creative, commercial and experiential with a laser focus on having the customer front and centre.
“We spent a lot of time earlier in the year listening to our clients and scoping the market before implementing a revised structure and strategy going into 2019 and beyond. This has manifested with a completely new approach to our strategic thinking and building a team passionate about our clients business no matter the size. Not to mention being able to tap into the expertise of our sister agencies across the Collective which are now all in the same building. We can now completely deliver on the term full-service for our clients”.
Bastion EBA’s latest brand experiences include the Australian Open onsite activations for KIA and Garnier in 2019 and 2020, the 2019 Formula 1 Australian Grand Prix with Ferrari, Microsoft’s Gears 5 XBOX gaming launch event, and the upcoming VRC Melbourne Cup Carnival which will see an exciting first-time activation in the Birdcage for Kennedy Luxury Group.
McCann added, “What we’re seeing is that clients benefit hugely when they can interact with people amongst their target audience and control the environment.
“Brands can control how people feel, from the moment they enter, to when they leave. They can truly immerse customers and activate all of their senses in an unforgettable way that creates a lasting brand impact. Then we turn impact into a data point that extends the customer journey for a much longer timeframe post-event”.
Garlick added “We have a rich history in sport and sponsorship which will continue unabated, but now we have a diverse, national skill base that delivers so much more than that every day.”
This article featured in Mumbrella here on 26 Sept, 2019.
Bastion EBA Wins Garnier as Experiential Client for 2019 & 2020 Australian Open
Bastion Collective’s leading specialist sponsorship and experiential marketing agency, Bastion EBA, have won Garnier as a key experiential client for the 2019 and 2020 Australian Open in a competitive pitch process.
The win comes as Garnier announces the signing of a new two-year sponsorship deal with the Grand Slam of the Asia-Pacific, becoming the Official Skincare and Haircare Partner of the Australian Open.
Bastion EBA have proudly been a lead agency for key partners of the Australian Open consistently for the past four years now, working with the likes of Medibank and Blackmores to deliver powerful, out-of-the-box and results-driven experiential executions. Garnier becomes the latest brand to join their growing roster of experiential clients.
Garnier’s Marketing Manager, Tim Plant, expressed great excitement in working with Bastion EBA to bring to life the Garnier brand and launch its new brand identity ‘by Garnier, Naturally!’ to the Australian market.
Plant said, “We are thrilled to be working with Bastion EBA who are experts in creating end-to-end experiences whereby brands can connect with consumers on an emotional level at every touch point. The creative concept they presented, a nature inspired playground, was truly unique and will allow us to extend the engagement of the partnership beyond the immediate grounds of the AO with a strong focus on organic social sharing to drive greater consumer interactions with our brand.”
“The execution of this partnership is strategically important to ensure continued cut-through and relevancy of the Garnier masterbrand, whilst heroing Garnier’s ongoing commitment to natural ingredients and sustainable production processes. It also allows us to build on equity from previous years supporting the AO with a strong presence back in 2005 to 2009, however, this year we are bringing a completely different and fresh experience to the AO audience”.
Bastion EBA won the competitive pitch and were awarded the contract due to their bold and unique concept that will be something never seen before in the Grand Slam Oval activation zone. Visitors to the nature inspired Garnier experience will be treated to a sensory overload of colours, smells and textures in a haven for social media lovers to capture the perfect content, before leaving with a coveted Garnier goodie bag.
Bastion EBA CEO Simon Garlick said: “We are incredibly excited to be working with Garnier at one of the greatest events on Australia’s annual sporting calendar. Garnier is a trusted brand that will bring a fresh and modern approach to the AO. “Our team at EBA have worked really hard over the years to create outstanding and effective experiential solutions for our clients and working with Garnier over the next two years will be no exception”.
WE ARE PART OF BASTION
Bastion is a truly integrated, full-service marketing and communications agency founded in 2009. We are Australia’s largest independent agency, with an ambition to achieve the same feat in the USA.
We offer a wide breadth of specialist capabilities across the communications spectrum including market research, brand and creative, advertising, corporate and change communications, PR and social media, digital and customer experience (CX), sponsorship and experiential, film and content production, merchandise, Asia marketing and communications, data analytics and panel management.