GenerationOne is the first Australian campaign to be launched with Experiential Marketing being the primary communications driver. Inspire Event Partners played an integral part in launching this nationwide movement through the event management, event planning, staging and project management of:
1.Launch Night and Interactive Building Projection -- Sydney
Hosted at the Overseas Passenger Terminal in Sydney, Inspire Event Partners managed the event as well as designed and implemented the world’s first user-generated large format building projection on to the Sydney Opera House. The 600 guests included Kevin Rudd, Russell Crowe, Cate Blanchette as well as other leading Australian politicians, businessmen, sports stars as well as media and press from around the world.
2.Launch Night and Building Projections -- Canberra, Perth, Melbourne, Brisbane, Adelaide
Simultaneous with the Sydney Opera House launch, Inspire Event Partners carried out large format projections on iconic buildings across Australia (Flinders Street Station Melbourne, Brisbane City Hall, Adelaide’s Northern Terrace as part of the Adelaide Festival, Bell Tower Perth, Australian National Gallery Canberra).
3.National Roadshow – 2 months
Inspire has arranged a national roadshow for GenerationOne starting in Sydney and moving clockwise around the country. Stopping at 60 destinations nationally, and holding 10 business breakfasts, the roadshow is designed to reinforce the truly national all-inclusive nature of the movement, driving awareness, registration and movement momentum. Footage captured from the roadshow will be broadcast on breakfast TV, and local media will be driven to cover event on the day. Footage will be captured throughout the roadshow, treated and uploaded to generationone.org.au overnight.
4.Westfield Brand Activations
To drive acquisition, Inspire has arranged Pop up activations in Westfield Malls which will see a GenerationOne centre court stand manned by promotional staff who will actively engage shoppers and look to sign them up to the movement.
Prior to the launch event Inspire undertook 7 events at Universities nationally to focus on increasing awareness and driving registrations.
6.Book End Brand Activations
To conclude the first phase of the GenerationOne launch Inspire will again be organising simultaneous large format projections in all major cities across Australia.