2023 Marketing Campaign of the Year for Associate Member’s: Wildlife Encounters
As part of the 2023 LFRA Gala Awards, the recipient of the Associate Member, Campaign of the Year is CBRE for their incredible creation of the ‘Wildlife Encounters’ experience at Browns Plains Homemaker. CBRE manage Browns Plains Homemaker on behalf of Harvey Norman.
During the first week of the winter school holidays, coinciding with the ‘End of Financial Year’ sales, the Centre collaborated with D’Aguilar Wildlife to offer an interactive wildlife experience.
Held in the Centre’s car park under a large, weatherproof tent, this five-day event allowed visitors to interact with various Australian wildlife, including koalas, crocodiles, and pelicans, fostering an understanding of wildlife conservation.
This initiative ingeniously linked EOFY sales excitement with an exciting wildlife experience, to build a strong emotional connection with customers and encourage repeat visits.
The Centre’s ample parking space was transformed into a unique outdoor setting, allowing for large crowds without disrupting the usual retail activity.
The use of a large, weatherproof tent meant a single setup could last the entire event, ensuring both cost-efficiency and visitor comfort.
The ‘Wildlife Encounters’ event was a resounding success, increasing visitor traffic by 25% during the event and maintaining a 21% increase in July, demonstrating the effectiveness of in-centre activations in the Large Format Retail industry.
This campaign was particularly appealing to the local demographic, characterized by lower median incomes and higher unemployment compared to state averages.
It offered a free, family-friendly, and interactive experience that aligned with the growing environmental consciousness of the community.
The Browns Plains Homemaker Centre’s understanding of its target market, combined with creative use of space, resulted in a campaign that effectively blended innovation, customer engagement, and experience.
‘Wildlife Encounters’ not only provided memorable experiences but also showcased the Centre’s dedication to delivering innovative retail experiences that resonate with the community, rightfully earning its industry recognition.
