Whilst at Traffik, we were tasked with launching Samsung's premium-priced Curved UHDTV Range to a highly lucrative and competitive market.
Traffik's response was the Samsung SlideLiner, a World-first idea that existed somewhere in between sofa, roller coaster, digital activation, and promotion.
It garnered the brand a staggering $101,806,202 in earned media, drove $8.6m in sales and grew its UHDTV market share by 7.5%. It also went on to win a number of high profile awards globally and is still being activated today in the UK, almost 4 years on since it's conception in Sydney.
My Role whilst at Traffik:
To produce, execute and tour this "One of a Kind" concept from start to finish at a host of Rugby games World wide. Sound Simple?
Well it wasn't all plain sailing...
This brand new concept required me to get over a lot of hurdles from the get go, facing challenges from all angles that required creative and strategic thinking in order to acheive success.
Aside from the obvious design and ergonomic challenges, there were also a number of practical, mechanical, digital and safety considerations to overcome. Given this had never been done before, there were a lot of stakeholders, stadium officials and safety authorities all dubious as to how this would work so the pressure was on to guide them through the journey with confidence, deliver a smart product that is built to last and of course, execute a run of flawless executions on a global scale.
Credits:
Imagery, strategy and concept: Traffik Group
Whilst working for the Sense Group and their client Google, i have helped to lead the production and execution for a number of experiential activation’s including:
Custom stand builds for ‘Google for Education’
Product launches (Pixel 2 & Pixel 3 devices)
Conference and breakout seminar activation’s and more…
Each project completely unique from the last, with Google pushing the boundaries in creativity and digital execution each time to help drive comms to their audience.
During this time, we worked with Google’s global teams in the U.S, Singapore and the U.K to help bring these ideas to life. All of which came with it’s own set of challenges; from working across different time zones, developing highly complex stand builds or interpreting new & innovative ways to demonstrate Google’s tech products that were not even publicly available at the time.
The Results: A number of highly successful executions that drove repeat business year on year.
Credits: Sense Group
Whilst at the Veritas Group, I was lucky enough to work with a fantastic team to bring to life Daikin’s spectacular 50th Anniversary production, which consisted of a plethora of engaging corporate activities over a four-day period. From operatic ceremony’s and conferences to multiple dinner functions and “one of a kind” celebrations on Sydney Harbour, this program had it all.
The brief was to push the boundaries in how to create a truly memorable celebration that would be talked about in the years to come, whilst still ensuring key corporate messages were acknowledged and showcased throughout.
The Challenges…
Due to the scale of this program, there were numerous challenges to overcome from the offset. From global guest travel and comms requirements to venue design and content production, this project required strong attention to detail, consistency and execution brilliance throughout.
One stand out challenge in particular was the task of producing a large scale dynamic water and firework show on Sydney Harbour that would rival that of the famous ’New Year’s Eve’ display. During the course of the final evening of activity on a prestigious dining vessel on the harbour, guests were invited to the top deck to enjoy a highly energetic and musically choreographed stunt performance display that had never been seen before.
Whilst this may sound simple enough, at the time there were a numerous number of official hurdles to overcome in order to ensure we complied with all safety regulations within one of the busiest harbours in the World. In addition to this, we had a large number of stunt personnel, safety officials, live performers and pyrotechnics equipment operating in the dark that all had to work safely, in unison and to very specific time cues for the experience to succeed.
The Results…
A seamless and safe program execution that not only created long-term memories for all involved, but also help to drive home company comms objectives and help achieve repeat business for Veritas in the years to come.
Photo credits: Veritas Group
The uniquely built "Colgate Food Wonderland" experience for Traffik's client, Colgate Palmolive was designed to help raise awareness of their latest products for sensitive teeth sufferers. The aim was to provide sensitive teeth sufferers with the ammo and protection to enjoy food from the 4 different food vendors inside.
The entire set was theatrically dressed up to be a cross between a Mad Hatter's Tea Party and Willy Wonka's Chocolate Factory, which needless to say naturally caused a mass intrigue as soon as it launched. It ended up activating at two food and wine festivals in both Sydney and Melbourne and became one of the most popular attractions in both states.
The pay off from the whole experience... allow shoppers who took control of their sensitivity issues at the start of every day using Colgate's new product innovation, are able to eat and drink products without fear or hesitation.
My Role whilst at Traffik:
To bring to life Traffik's creative concept by producing and touring an immersive experience that would transport consumers into this one of a kind "Food Wonderland" experience. It needed to also operate as a fully functional kitchen that served both hot and cold food to patrons at the 5 different food stations inside.
The overall 15m x 20m footprint offered up the unique challenge of delivering a layout solution that would provide both a fun and dynamic consumer journey, whist still being able to safely accommodate enough safe working space for caterers to work within and ensure the busy kitchen ran like clockwork!
Credits:
Imagery, strategy and concept: Traffik Group
Whilst at Traffik, we created a content driven, socially enabled Experiential Campaign that personified Samsung as a brand in a way that had never done before...
Samsung's goal was to promote the launch of their new high end multi-room speaker system through documenting 3 of Australia's most influential music artists - Flight Facilities, Cloud Control and Jinja Safari as they reveal the creative process behind their song writing to music lovers.
Filmed in Australia and the US, each film captured artists opinions on their music creations. Each documentary piece also enabled viewers to apply for a limited number of tickets to see each of the 3 artists live within an exclusive top secret location across Sydney and Melbourne.
My Role whilst at Traffik:
Assist in the delivery and execution of 300+ person events. Tasks included; complete takeover and transformation of the venue decor and theming, along with an extensive AV set up to really bring the party to life! I assisted in the management of caterers to ensure both they and the public were adequately catered for with a fully functional bar set up providing food and beverages for the entire event.
All pieces received high acclaim with the brand sentiment spiking during the campaigns. One piece was subsequently showcased at Apple's annual internal brand conference as a benchmark example of Samsung's brand-building content.
Credits:
Imagery, strategy and concept: Traffik Group
What happens when the leading Australian gift experience company want to increase their brand awareness, gain staggering Global reach overnight and add their name to the history books? Well there was only one solution...
Become a Guinness World Record Holder!!
But which one to go for?? With Red Balloons gift experience partners in mind and with Christmas fast approaching in the Australian climate, the idea was formed whilst at Traffik to break the World Record for hosting the Worlds largest surfing lesson at one of the Worlds most iconic beaches in Sydney, Bondi Beach - and at the same time inviting everyone to dress up as Santa Claus for good measure!
A minimum of 250 surfers was required to set the record, but an impressive 320 people got into the festive spirit and took part in the 30 minute lesson to help smash the Guinness World Record!
My Role whilst at Traffik:
Presented with the challenge only 7 days out from execution, it was my my job to co-ordinate the logistics and execution for the operational part of the event. In particular, I worked alongside one of Red Balloons affiliate suppliers "Let's go Surfing" to help bring together over 300+ surfboards and 30+ instructors from across the Eastern Suburbs to Bondi Beach. I devised a registration system and overall site plan to guarantee all participants were accounted for, briefed on the details for the attempt and of course ensure all GWW rules and regs were adhered to from start to finish.
The results were amazing; a successful World Record produced and executed in a record time of it's own, Global reach across a multitude of different news channels in different countries and of course a very happy client.
Credits:
Imagery, strategy and concept: Traffik Group, Porter Novelli, Red Balloon
Video Content: Red Balloon
Whilst at Traffik, Purina commissioned us to raise awareness of their new Felix Sensations Jellies range through a brand activation and sampling promotion.
The solution provided by Traffik's in house creative team; create an over-sized obstacle course that made you become the famous 'Felix the Cat' and challenge both adults and children to try and complete the course as quickly as possible. Needless to say, this one was very popular the minute it opened and fulfilled it's job by catering for almost 800 people in just 3 days of activation across Sydney and Melbourne!
My Role whilst at Traffik:
To lead the production and logistics in producing this over-sized assault course that had to pass all engineering safety codes, emulated the concept render exactly and could be achieved within budget. One of the biggest challenges with this project was providing a build solution that was not only as risk adverse as possible, but also suitable for both adults and children to help maximise that audience reach.
Keeping the above in mind, getting this across the line from a Health and Safety perspective was no mean feet. Careful planning around the heights of the jumps, the inflatables texture and even the padding density across certain areas of the course, were just some of the considerations that had to be accounted for in order for the local authorities to allow patrons to use it and it be permitted for use outside against the elements.
Credits:
Imagery, strategy, concept and results: Traffik Group
Whilst at Traffik, George Westons Foods Ltd (GWF) Challenged Traffik's creative team with leveraging the launch of TipTop Sandwich Thins through an experiential channel that would get everyone talking. In particular, emphasizing on the ‘lightness’ feel within every TipTop Sandwich Thin.
My Role whilst at Traffik:
To produce and tour a giant floating replica of a Thins Sandwich from the creative design and make the appear as if it was levitating off the ground in conjunction with a wider sampling promotional campaign.
Naturally the brief lended itself to requiring some creative engineering in order to get passers by questioning reality when they saw it. This meant for some interesting research and drawing on my technical knowledge to formulate and engineer a solution that would deliver to the brief, deliver on budget as well as remain practical and safe when being activated outside against the elements.
The results; a highly successful campaign with just over twelve thousand samples distributed to consumers in just 2 days at Martin Place as well as a very believable floating Thins sandwich.
Credits:
Imagery, strategy and concept: Traffik Group
What happens when you take a very traditionally corporate brand and sprinkle a little creative marketing.... You get the first ATM's of their kind, the Play TM's!
Traffik's client St George (a corporate bank in Australia), were looking to create an impact amoungst young people to leverage a new account product offering. The in house creatives at Traffik were tasked was to devise a solution that pushed the boundaries of their traditional marketing channels, collect consumer data and to make sure they stood out from the crowd! Each of the 6 Play TM's that were built offered a unique experience for the public to register and play some of the 'old classics' such as Pac Man, Tetris and more.
My Role whilst at Traffik:
Lead the production and execution of the Play TM's through engaging custom build suppliers and managing the entire build and logistics requirements from start to finish. I also worked closely with Traffik's in house Digital team as well as external software programmers in help bring each of them to life.
The results: a very convincing and futuristic styled set of ATM's that achieved such a strong engagement at the Expo, St George then asked for them to be distributed and installed within some of their official stores across Sydney where some of them still remain today!
Credits:
PLAY TM lock up Image, strategy and concept: Traffik Group
Software Integration; Traffik Groups Digital Department
Whilst at Traffik, the creative team we were commissioned to develop a mass sampling activation that utilises Mountain Dew's global creative as a basis for the concept and a sampling execution in an effort to reinvigorate young adults repertoire. The result, a high engagement experiential and sampling activation at one of Australia's leading game Expo's, providing 16-24 year olds with the opportunity to experience the thrill & excitement of drone hunting!
My Role whilst at Traffik:
My role was to produce a theatrically dressed drone hunting arena build that provided an immersive experience for players and audiences alike. I worked closely with drone pilots, laser tag software developers, rigging teams, AV, special effects and prop suppliers to create the overall build and experience. A lot of time was spent in the background convincing government officials to allow us fly drones safely within an indoor public arena...something that had never been done at the Expo before!
But with big risk came big rewards with the activation featuring on several news channels, including a Channel 7 Live Cross and a feature on the famous Nickelodeon Channel.
Credits:
Imagery, strategy, concept and results: Traffik Group
Video: Traffik Group
In aid of promoting LG's new QLED and OLED TV range, Traffik was commissioned by Tonic to execute a brief that was a cross between an Experiential experience that also facilitated in the shooting of a National TVC for LG by the film company Looper.tv in the heart of the City of Sydney.
My Role whilst at Traffik:
Execute the design of a pop up outdoor cinema provided by Tonic that brought the essence of a unique "Home Cinema" experience to the middle of the City. I worked closely with suppliers and logistics companies to ensure the product produced was exactly like the render that was sold in to client, was built for outdoor use, met all council OH&S codes and of course installed and de-rigged without a hitch.
Credits:
Imagery: Tonic and Traffik Group
Strategy and concept: LG, Tonic and Traffik Group
Filming and content: LG, Looper.tv and Tonic
Whilst at Traffik, we were commissioned to design and install a controlled live environment at a high traffic site in Darling Harbour Sydney, to help Ebay identify the hottest tech products on the market for 2016.
The highly engaging digital experience tracked user behavior in real time as people played with a suite of predicted top products, such as drones, hologram machines, VR tools and more that all came from Ebay's own insights group.
We provided everyone with a custom headset and mobile phone as they entered to track their every move, reaction and behavior. To do this we used a mix of real time gaze tracking software, video feed heat maps and beacon technology to really dive deep into the consumers mind to get accurate results.
My Role whilst at Traffik:
Manage the overall production in producing an immersive experience for consumers to test products as well as help guide the digital execution. The result; a sleak and sophisticated Ebay dome that offered a clean lab style look and feel with a futuristic touch.
After over 1000 deep interactions lasting 23 minutes on average, the data was aggregated in conjunction with futurist Chris Riddell who drew conclusions as to what was hot for 2016!
Traffik's creative concept; The "Taste Of Japan - Yummy Fun Truck” invited consumers around Melbourne to discover a little taste of Japan by offering exciting Japanese flavours, experiences and prizes to the locals. The aim; to raise awareness of Japanese Tourism's affiliation with Quantas Airways and their new direct flight option from Sydney to Tokyo.
Over 4 weekends it toured the streets of Melbourne offering out free samples of 8 of our very own designed (Japanese themed) gelato flavours, created by the popular Australian gelato company, "Messina"! The eye catching taste truck combined with our larger than life Kawaii characters certainly gained traction both on the streets and social media, becoming the perfect backdrop for selfies and organic sharing!
The additional Gameshow mechanic added excitement, which encouraged passers by to get involved and test their knowledge of Japan to win prizes. The weekly major prize giveaway was a definite crowd pleaser with people lining up for the chance to enter as well as to get some fantastic tasting gelato.
My Role whilst at Traffik:
To produce and execute the brief to bring this roadshow to life! In particular, working with Messina and their catering team to ensure we provided a vehicle that was both practical for serving gelato out on the road as well as having that unique custom aesthetic to capture peoples attention across the streets of Melbourne.
The wider set kit for this activation also included a custom vending machine to house the prizes, small stage with AV set up to help draw those crowds in and of course...the very unique dressing of the vintage truck! It was my role to source suppliers and manage the production of the build of those assets from start to finish.
Credits:
Imagery, strategy, concept and results: Traffik Group
Campaign Partnership: Messina
Whilst at Traffik, Samsung challenged us to produce an open plan space that demonstrated the entire family of Samsung Galaxy Products in the lead up to Xmas 2015.
A roadshow was developed to take Samsung’s branded experience to shopping centres around Australia. The tour invited consumers to experience the product range through hands on live demonstration.
We targeted Samsung centers across NSW, ACT and VIC and delivered over 10 weeks of activity from October 2015. These Galaxy-led experiences focused on driving product sales, participation and attendance.
My Role whilst at Traffik:
Produce and Deliver a seamless Roadshow Campaign with a one of a kind unique looking 6m x 6m stand that was capable and built to Roadshow across the Nation.
The Results:
•Over 26,000 interactions
•10 weeks of activity
•4420 demonstrations
