Why is this work relevant for Brand Experience & Activation ?

World Square commissioned VANDAL to create a compelling brand experience & activation for Sydney’s Lunar Festival and Year of the Pig. Three (not so) Little Pigs were created as sculptures and brought to life in Augmented Reality, creating shareable moments in our culture-driven ‘experience economy’. In an Australian retail first, a digitally gamified retailer activation drove sales as visitors played a digital Red Packet treasure hunt, triggering a Lucky Pig Scratch-and-Win game, generating a 25.8% traffic increase and +10.81m reach on Sina Weibo.

Background

- Deliver an integrated digital & experiential campaign to celebrate Lunar New Year 2019 from 1-10 February at World Square. - Position World Square as a destination venue for cultural celebrations in Sydney’s CBD. - Create a truly integrated digital and physical brand experience, ensuring that the in-venue experience is truly represented across online coverage. - Build awareness of World Square’s retail offer to local and international visitors. - Drive visitation to and throughout World Square through retailer integration, gamified retailer offer redemption and new technology.

Describe the creative idea (20% of vote)

Lunar New Year 2019 in Augmented Reality was brought to life through the bespoke creation of Three (not so) Little Pigs, in both digital and physical form. Three (not so little) Pigs as Giant Sculptures: Three Giant Pig Sculptures were designed, 3D printed and finished in 3 oh so cheeky poses to form part of the physical brand activation. Augmented Reality Pig Boogie: The Three Pigs were brought to through augmented reality and gave patrons the opportunity to bust their best dance moves with the pigs, live on the big screen, creating shareable moments for social. “Lucky Pig” Digital Retail Activation: Produce an interactive Red Packet Treasure Hunt and digital Lucky Pig Scratch and Win game by collaborating with retailers to provide exclusive offers that customers could digitally collect in their web based wallet without the need for an app - a digital first to this scale in Australian retail.

Describe the strategy (20% of vote)

Sydney has the largest Lunar New Year (LNY) celebrations in the world outside of China. 75% of World Square's primary customer demographic, aged 20- 29, is born in Asia and tech-savvy first adopters. Deliver a fully integrated digital and experiential campaign to celebrate the 2019 Lunar New Year from 1-10 February at World Square. Catering to the mainland Chinese consumer and those from close by Asian nations is crucial in delivering authentic and culturally-sensitive activations and celebrations that are inspired by Asia. Create a compelling experience with the introduction of the Three (not so) Little Pig sculptures to complement the digital aspects of the campaign along with the traditional cultural activations ensuring multi-generational, cross- cultural appeal. Leverage the Three (not so) Little Pig sculptures, AR experience and Lucky Pig Game as a drawcard to create shareable moments for social media.

Describe the execution (30% of vote)

World Square in Sydney’s CBD is at the crossroads of Eastern and Western cultures. With neighbouring Chinatown, Koreatown and Thaitown, 75% of our primary customer demographic, aged 20- 29, is born in Asia. This makes Lunar New Year the biggest campaign opportunity of the year for World Square. Lunar New Year 2019 in Augmented Reality ran from 1-10 February 2019. As an Associated Event of the City of Sydney Lunar Festival, the campaign invited customers to get up close and personal with the Three (not so) Little Pigs. It offered an interactive programme of celebrations that resonated with local residents of Asian background, a wider local Western audience and international tourists. The pig sculptures demonstrated the ‘Asian, not just Chinese’ strategic positioning of World Square; they were posed as fan dancers, a cultural acknowledgement of traditional Korean Fan Dancing; an important part of Korea’s Lunar New Year celebrations.

List the results (30% of vote)

Foot Traffic: • +25.8% foot traffic increase for the 10 days vs L4L February Days 2018. • +900k visitors in 10-day period. • +19.68% vs LNY Day 2018. Sales: • +3.1% vs Feb 2018 driving +4.7% MAT growth for asset. (On top of last year's successful campaign that resulted in +7.8% sales increase.) Social Reach: • +10.81m organic reach on Sina Weibo from a single post. • Highest search item on LNY Eve Eve on Sina Weibo across 445million users. Lucky Pig Game: • +153% uplift from last year. • 8,189 total scans over 10 days vs 9,033 over 30 days 2018. • 818.9 scans per day vs 323 per day 2018. PR Reach: 8,645,617 total coverage across 72 clips, equivalent to advertising value of $505,685 and a PR value of over $1,462,393. An Australian retail first: The digital wallet used web-based technology, not requiring an app.