Agency: Bastion Effect
Garnier returned to the Australian Open this year after a 10-year-hiatus and was looking to offer a completely different consumer experience.
After 10 years, Garnier wanted to drive awareness and excitement around its return to the Australian Open as the Grand Slam’s official skincare and haircare partner as well as a reinforce the new “By Garnier, Naturally” brand proposition.
Bastion EBA were briefed to bring to life the new By Garnier Naturally brand identity through an immersive experience at the AO; deliver Garnier’s commitment to nature and drive towards a more sustainable future; showcase the fun, energetic and fresh image of the brand; and to stimulate mass social engagement organically.
Our experiential agency EBA brought the ‘By Garnier, Naturally” brand essence to life with an interactive playground at the Australian Open, complete with ball pit and slippery dip!
Bastion’s concept for the activation was a nature inspired playground that both kids and adults alike could run wild in. The exterior design focused on natural elements such as greenery, fruit, flowing water and natural wooden tones. As guests entered they made their way through nature’s walkway, an open-air hedge maze delivering messaging about Garnier’s commitment to nature and the environment, before they transcended into Nature’s Playground.
Bastion Effect helped make it the most visited activation at the tennis, by developing a multi-layered communications strategy spanning media relations, ambassador and influencer engagement.
Social media and editorial coverage amplified Garnier’s return to the Australian Open, and in turn drove strong visitation to the activation space and exposed thousands to the brand.
Over the course of the 14 live days, Garnier had 44,331 people through the experience, exceeding the target by 70%, and distributed thousands of goodie bags and merch items; driving positive brand recall and inclination to purchase the Garnier brand in the future.
Adding to the campaign reach, over 950 organic social moments were shared by fans during the tournament on Instagram using the hashtag #bygarniernaturally and Garnier’s account grew by 4,000 followers. The tournament also served up their highest engaged organic post in six months, reaching more than 7.6 million, with social engagement averaging 3.09 per cent.
But what really spoke volumes were the long queues to get in and interact with Garnier…naturally!
We couldn’t have hoped for a better outcome. The activation looked even better than expected, the demand from fans to immerse themselves in the activation space was exceptional with huge queues even on very hot days, and the social engagement has been amazing! Bastion and Tennis Australia worked exceptionally well together to deliver an unforgettable experience that our brand has benefitted from in a huge way.
It was a dream brief for our team. We love what the Garnier brand stands for as much as we love working at the Australian Open.
Grand Slam Oval is a world-class activation platform and such a rare opportunity for brands where you have the chance to engage with more than 780,000 fans in the one place. The end result for Garnier was testament to the collaboration between all of the people involved including Garnier, Tennis Australia and our amazingly passionate team at Bastion Collective.