Pop Up’s & Activations

Pop Up's & Activations

The Brief

ISP and JLL were looking for ways in which to activate their city centre shopping mall  Enex100 over the school holidays during December & January. They were looking for something innovative, fun and technology driven that would attract kids and parents into a shared experience. Frame VR pitched the idea of ‘The Imaginarium VR Experience Centre‘ a mini immersive theme park with a selection of virtual experiences. The idea would be to charge a subsidised rate for tickets to access the centre for around 40 minutes per session. The activation was supported by the City of Perth and local company Audiofly Headphones

 

The Execution

JLL contributed some funding and access to a 140 sqm disused shop space Frame VR fitted it out with 3 unique immersive experiences. The Mechatron action ride, the dreamdeck360 cinema and The Interactive Zone. Participants booked tickets in groups of 18 at a time and came into the centre in 40 minute time slots, moving around the centre and trying all the experiences.

 

 

 

 

The Results

The activation ran for 6 weeks and over that time period attracted over 5,000 visitors, impacts on the centre included increasing foot traffic through the mall by 10% and increasing visit hang time to the centre. Many visitors made the visit an afternoon or morning activity baking in lunch at the food court, which we promoted 10% discount vouchers with every ticket booked. We collected over 1000 visitor reactions on our post it wall, 100% positive!

Details

  • Client Enex 100 JLL
  • Date 01/15/2018
  • Categories activation, Arts & Culture, interactive
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