C R E D E N T I A L S D O C U M E N T

C r e a t i n g B r a n d E x p e r i e n c e s

Greater Western Sydney Events (GWSE)

have crafted a dynamic portfolio of

Events and Activations focused on

Creating Event and Brand experience

that consumers not only see, but truly

experience, engage with and build

loyalty towards brands.

Whether working independently or

collaborating with numerous agencies,

the GWSE teams experience delivers

strategic, creative and project

management experience to ensure

campaign success and client

satisfaction.

GWSE specialise at engaging the

masses in intimate, unforgettable

event and brand experiences. From

grabbing attention to interacting and

leaving a positive, lasting impression.

GWSE’S SERVICESBRINGING BRANDS TO LIFE

With a huge amount of event

& brand experiences, client’s

and their customer’s needs are

placed at the core of every

campaign, overlaid with tight

project management driven

by an enthusiasm and passion

of delivery success.

Using various complimentary

marketing channels to deliver

engaging experiences

efficiently and cost effectively

to meet clients brief.

N a t i o n a l

F E S T I V A L S

WINTER FESTIVAL

OVER 120,000 ATTENDEES

VISITING THE WINTER

WINDERLAND

CLIENT Winter Festival Australia

SERVICES Event Management, Community Engagement, Sponsorship Leverage, Brand Activation & Healthy Engaging Interaction

BRIEF Manage the planning and execution of four Winter Festival events simultaneously nationally across Australia, including sourcing and leveraging sponsorship opportunities and driving PR and digital marketing opportunities to maximise sales.

STRATEGY Created a magical European wonderland that was the last word in escapism, casting a spell over Sydney, Brisbane, Canberra and Perth with a stunning array of entertainment, winter activities and delicious food and drink. With a large Ice rink centre stage, the events also boasted traditional Bavarian bars, snow toboggan rides and a wealth of exciting entertainment options.

RESULTS 120,000 tickets sold nationally per annum. Huge national online, print media coverage and a social media reach of nearly 5 million impressions.

SLAM FESTIVAL

16 YEARS SLAM’ING CONSUMERS

WITH ACTIVE DUN, MUSIC

AND BRANDS

CLIENT SLAM Beach Festival

SERVICES Event Management, Community Engagement, Sponsorship Leverage, Brand Activation & Healthy Engaging Interaction

BRIEF End to End management of SLAM Beach Volleyball Roadshow Festival annually throughout Australia. Tour included Council and Government approvals/permits,Liquor licensing approvals/implementation, Sourcing and leveraging sponsorship,PR strategy and social/digital marketing, online ticketing mechanic integration maximising sale conversion, mechandise & event branding.

STRATEGY Tapping into the youth psyche fusing Australian beach culture with Australia’s love of Summer tunes to create the ultimate beach festival that celebrates the best season on the best beaches.

BRAND EXPERIENCE

Picture fit healthy fun loving Australian’s battling it out on Volleyball courts, golden sands and steady beats spun by the hottest local DJs. Sponsors cleary visible on bouncy branded inflatable court barriers, giant feathers, goodie bags, sampling and brand activation. Online registration and social media provide a solid event build-up and reinforced brand loyalty and relationship building.

RESULTS Annual consumer reach of 13,000 targeted youth nationally per season, with 3,000 participants and 8,000 spectators covering most states. sponsors past, present and recurrent include: Corona, Banana Boat, Schick, REEF, Midori, Vodafone, BONDS, Lipton Ice Tea, Rockstar Energy, havianas and Dupe. •

Here’s a few campaign case studies, with Charities, Brand Influencers to FMCG located

at Event Live-Sites to In-Store retail environments.

CLIENT ING DIRECT

SERVICES Brand activation

BRIEF Leveraging ING DIRECT'S ATL campaign "We Give," create awareness across Australia in key metropolitan locations with new product Orange Everyday Savings Transaction Account.

STRATEGY A multi-layered consumer brand activation campaign to drive home the message that while other brands 'took,' ING DIRECT 'gave away' Orange benefits.

BRAND EXPERIENCE

Instead of 'taking' like the big banks, we gave away $2 "unfaithful" transaction fees at ING DIRECT ATMs, and want a free coffee or dodge parking fees - our shout! Patrons of many favorite restaurants around Sydney were delighted to hear the bill had been paid, by ING DIRECT.

RESULTS Brand exposure reached over 350,000 and actively engaged with nearly 80,000 consumers. This successfully resulted In over 1,500 Savings Accounts opened and a 40% growth in Facebook fans.

ING DIRECT

ORANGE

GIVING ORANGES EVERDAY

GALLIANO

GALLIANO SNOW CREW GAVE UP

THE SLOPES AND THE AIRWAVES

CLIENT Galliano

SERVICES Brand activation, sampling, consumer competition, social amplification

BRIEF Develop clear Galliano brand association with Australian winter drinking, driving strong WOM with the Australian drinker.

STRATEGY Tightly integrate the Galliano brand with Australian winter - leveraging Australian snow culture at key locations, encouraging brand consumption through various drinks to suit wide variety of drinkers.

BRAND Behind the bar, on the ski slopes and amongst the packed party crowds of the apres Ski, the Galliano brand was awash the the snow fields of Victoria and NSW as the 'Galliano Ice Experience'. From polaroid poses with Galliano Snow squad to long cocktails served by the Galliano bar posse, Innovation was the key to engaging the high-energy 24 hour crowd. Partnerships with a local radio station ensured the Galliano conversation continued on the airwaves and ski fields, driving brand engagement for the full 14-week season and generating a new winter wave of Galliano advocates.

RESULTS Over 20,000 trials, 20% sales growth in on-snow venues and some serious saturation in radio and print coverage.

MINK PINK

WHEEL OF FORTUNE

WINS HEARTS

AND SUNGLASSES

AT BONDI SUMMER PARTY

CLIENT MINKPINK

SERVICES Brand activation, digital marketing

BRIEF Launch the MINKPINK sunnies range into Sunburn retailers, by grabbing the attention of Sydney's hip fashlonistas and drive brand-advocate traffic in-store and online.

STRATEGY To appeal to the quirky and hip MINKPINK free spirited to audience girl, by feeding her inner needs of having to be of and seen at all the 'it' events.

BRAND EXPERIENCE

Bondi Beach was converted into a MINKPINK branded summer beach party complete with giveaway branded XXXXXL inflatable shades to turn 500+ heads as local bands set the vibe with sweet summer sounds. Cent. stage featured a giant twister board, with qualifying revelers spinning the Wheel of Fortune to win one of 200 exclusive giveaways. Roller girls delivered discount vouchers pushing the party online, uploading photo’s and content to MINKPINK’s Facebook page all in real time.

RESULTS 500 partygoers, a ton of Facebook tagging and priceless word of mouth through the Bondi fashion set.

ENERGIZER PAX

PROVING THAT ENERGIZER ARE

THE ULTIMATE BATTERIES

FOR GAMING

CLIENT Energizer Extreme Batteries & Recharges at PAX Tradeshow

SERVICES Brand activation, retail marketing, digital marketing, PR, POS, events

BRIEF Convince gamers that Energizer are the ultimate batteries for gaming.

STRATEGY Attract a new audience by creating a platform that engages gamers, encourages interaction with the product and showcases it in an environment that excites them.

BRAND A multi level campaign including POS, customer integration, branded activation at PAX gaming expo and post event online activity.

RESULTS With over 6000 consumer engagements, extensive media footage, and an online reach of over 154,000 we won over the skeptical gaming audience and creating a whole new audience for Energizer.

EVEREADY CAROLS

EVEREADY CANDLES LIGHT UP

THE NIGHT AT CHRISTMAS CAROL

EVENTS AROUND AUSTRALIA

CLIENT Eveready

SERVICES Sponsorship leverage, brand activation

BRIEF Leverage Eveready's fourth year sponsorship at Carols by Candlelight events, to position Eveready batteries top of mind during the Christmas season, and strengthen brand equity through charity association.

STRATEGY To dominate carols events with the Eveready brand, through the presence of large scale branding (infrastructure), Eveready battery powered candies and charity donations.

BRAND EXPERIENCE

A big red Eveready archway provided a welcoming entrance for crowds of card-singing families arriving at their local Carols by Candlelight event. Within the festivities, jolly brand ambassadors stood under an Eveready tent filled with flickering candlelight. Eveready battery powered candies were exchanged for a small donation, with all proceeds going directly to charity. Children and their families captured the experience with Eveready's photo-flash mechanic which Instantly uploaded photos onto It's website.

RESULTS The Eveready team distributed 45,250 candles across 20 carols events nationally, raising a total of $72,200 for charity. Eveready's brand exposure exceeded preview years, reaching 147,500 event attendees and securing media hits valued over $89,000 nationally. All 18 partnered charities have requested interest in having Eveready's continued support in 2013 and future carols events.

ING DIRECT

ING GUERILLA TACTICS BRING BIG

BANK FEES TO KNEES

CLIENT ING DIRECT

SERVICES Brand activation, PR

BRIEF Leveraging ATL “Others Take’ campaign, drive awareness of ING’s new Everyday Savings account through brand activation

STRATEGY Provoke public attention to the horrendous fees charger by the big banks, reinforcing ING DIRECT’s approach to support the little guy.

BRAND EXPERIENCE

ING Direct look to the streets with a week-long teaser against big bank greed. Presenting mock protests and placard waving antics outside competitor banks, urban graffiti, bridge banners and other acts of high visibility rebellion across 60 strategic sites nationwide

RESULTS Approximately half a million heads turned, contributing to 350,000 Facebook likes for the sequel ING ‘we give you an orange everyday’ campaign.

CLIENT Schick (HYDRO 5)

SERVICES Sponsorship leverage, sampling, social amplification

BRIEF Make Schick the center of attention and drive the hydro 5 razor to top of mind for over 20,000 attendees.

STRATEGY Capture audience hearts, minds (and purse-strings) with event brand saturation.

BRAND EXPERIENCE

Targeting First time male shaves we created the Schick ’Hydroettes,' a mobile group of cat-suit clad brand ambassadors on a mission to catch plenty of attention and win-over every male-shaving admirer. Arriving In a fully-branded hydro adventure vehicle, to saturate the crowd with Schick goodie bags, the Hydroette’s could not be missed, nor forgotten.

RESULTS QUIKSILVER PRO post event attendee surveys confirmed SCHICK’s Hydroette’simpact retention was on par with event major partner Range Rover achieving the strongest brand cut through at a multi-sponsor brand event, positive customer engagement and feedback; collectively driving largest sales growth in geo-region relative to the activation location.

SCHICK

QUIKSILVER PRO

SCHICK HYDROETTES’ POWER OF

SEDUCTION WORK WONDERS

FOR SALES FIGURES

LOUD SHIRT

ENCOURAGING SYDNEYSIDERS

TO WEAR IT LOUD & PROUD FOR

A GOOD CAUSE

CLIENT The Sheppard Centre

SERVICES PR, brand activation, events

BRIEF Drive media and public awareness of Loud She Day, In a cost-effective manner.

STRATEGY Identified the key role strong relationships play with NFP campaigns, targeting three channels - hospitality establishments, media and charity fans.

BRAND EXPERIENCE

Partnering with the Riversdale Group, Loud Shirt Day campaign was driven through launch and fund-raising events at 6 key pubs including The Bellevue. An extensive public relations campaign drove awareness of cause and events through influential media. Reinforcing the hype and credibility, a branded "Flash Mob" dance group performed a public stunt in Pitt St Mall, quickly driving online content, social media and awareness.

RESULTS Media coverage secured across 63 key media outlets Including TV, print, press, online 6 radio. Marie Claire full feature planned for the following year campaign, and "Flash Mob" online viral achieved 420 likes and 35% sharing.

REEF

AUSTRALIAN OPEN

BRINGING THE TROPICS

TO CITY SURFERS

CLIENT REEF

SERVICES Sponsorship leverage, sampling, brand activation

BRIEF Effectively leverage REEF sponsorship of the Australian Open Surfing (AOS) event, driving strong brand association between REEF and beach culture and awareness of their new dry-touch product.

STRATEGY Deliver very clear branding cues, set amongst the AOS environment, whilst maximizing product trial and knowledge.

BRAND EXPERIENCE

Crowds hailed the new dry touch product, immersed in the brand atmosphere set by coconut cutting, hammocks and the nostalgic scent of REEF sun tan oil throughout the nine-day period. REEF extended the activation's brand reach online, using their brand's Facebook page to upload and tag photos and content.

RESULTS Brand exposed reached 35% of event-goers, with the product actively trialed by 20% of the 140,000 consumers attending the nine-day event.

BANANA BOAT

BANANA BOAT SUN POLICE

ARREST BEACHGOERS ATTENTION

WITH A SPARY GUN AND A SMILE

CLIENT Banana Boat

SERVICES Brand activation, sampling

BRIEF Reposition Banana Boat as a sun protection brand advocate whilst maintaining Its "fun in the sun" brand philosophy.

STRATEGY Following a decade working with beachside councils on SLAM Festival, Banana Boat leveraged existing strong relationships to bring Banana Boat’s brand messaging to life, launching ‘The Banana Boat Sun Police,’ a highly skilled task force with a zero tolerance approach to sunburn arming beach goers with Banana Boat sun protective sunscreen.

BRAND EXPERIENCE

Dressed in official uniforms and wielding sunscreen pistols, our friendly team arrested the attention of consumers, offering protection sprays, product sampling and education about skin safety - reinforcing Banana Boats position as a fun, credible brand that sun soakers love and trust.

RESULTS Over 20,000 trials, 20% sales growth in on-snow venues and some serious saturation In radio and print coverage.

ENERGIZER V8

PUTTING THE PEDAL DOWN ON V8

SPONSORSHIP AND PAST

PERFORMANCE

CLIENT Energizer Batteries

SERVICES Brand activation, retail marketing, digital marketing

BRIEF Develop an Integrated experiential campaign to leverage sponsorship assets and be executed across a retail consumer promotion; event brand activation & online.

STRATEGY V8 success demands a combination of power, performance and endurance - benefits contained in the Energizer Lithium battery and brought to life throughout Dick Smith retailers and at the V8 Super cars.

BRAND EXPERIENCE

'Team Energizer,' led by our 7-foot brand ambassador Mr. Energizer, educated crowds of race fans about the attributes of the world's longest lasting battery and engaged them with Interactive innovations like our BATAK skills test, Beyond branded infrastructure at the event, the national activation featured a fully integrated creative communications platform, Including retail POS elements,

merchandise and social media activity channeling to Facebook.

RESULTS A nitro-charged 43% growth in Facebook 'Likes' with 540 content generations. Event participation increased 120% on previous year. Tyson White, Dick Smith Electronics Merchandising Manager reported the activation "delivered some amazing branding & exposure to the massive crowd & the results were just simply amazing".

CLIENT Eveready Dolphin

SERVICES Retail marketing, brand activation

BRIEF Create an in-store campaign which educates consumers to ‘Be Prepared,' raising awareness and reinforcing key campaign messaging of how the Eveready Dolphin torches best assist during the storm season.

STRATEGY Integrating with the ATL campaign, the Storm Troopers were mobilised and installed throughout 94 key (grocery & non-grocery) retailers nationally, with an attractive and engaging brand experience.

BRAND EXPERIENCE

Our motivated storm troopers enticed customers with a instant-win competition, to encourage engagement in the "Be Prepared" demonstration for the chance to win a home emergency kit (worth $300). The demonstration highlighted key product features — toughness, floating and waterproof. To complete the activation and drive sales, a free mobile waterproof pouch was given

with all purchases made during the activity period.

RESULTS The brand gained personal exposure with over 8600 customers, and direct engagement with over 2300 through active demonstrations. The national campaign was wide-reaching, with presence in 92 stores, across 5 states within 24 locations — appropriately reflecting and strengthening 75% brand awareness.

EVEREADY DOLPHIN

STROM TROOPERS SHOW

REGIONAL AUSTRALIA HOW TO “BE

PREPARED” FOR SUMMER WATER

CLIENT Schick (HYDRO 5 - Power Select)

SERVICES Trade marketing, sampling

BRIEF Drive awareness of the launch of Schick Power Select razors, and its key attributes amongst influential Woolworths Group decision makers.

STRATEGY Provide an unavoidable opportunity to experience the brand, within a heavily

saturated Woolworths' branded environment — drawing strong associations between the brands

BRAND EXPERIENCE

By creating a unique brand environment and strong Brand Ambassador training utilizing the ‘Engagement Step’ technique the team captured the attention of Trade hardened Woolworths staff within Woolworths corporate head office. Delivering clear brand messages and product features, the brand ambassadors generated a positive impact with the wider influential Woolworths business.

RESULTS Over 2,300 Woolworths Head Office staff lived and breathed the brand, whilst

walking away with an understanding of Power Select's unique features & benefits. Activation contributed to the largest increase in Schick's sales history.

SCHICK – POWER

SELECT

DELIVERING SCHICK A SMOOTH

PATH TO PURCHASES IN A ROUGH

RETAIL ENVIRONMENT

SCHICK – MAJOR NON-GROCERY RETAILERS

SMOOTHER SALES AT POINT

OF PURCHASE

CLIENT Schick

SERVICES Sampling, retail marketing

BRIEF Drive brand consideration and conversion within the non-grocery retail environment

STRATEGY Utilise strong branding to capture shoppers attention, reinforced with compelling

messages to influence purchase.

BRAND EXPERIENCE

Eye-catching catsuit clad 'Hydroettes' walked the aisles of key non-grocery shaver retail channels: Target and Priceline, providing product demonstrations and delivering key messages.

RESULTS Clients expectations exceeded with an average four-fold increase in product sales per store, plus Channel Management demand for additional activations throughout their retail network.

E V E N T S

Creating memorable once in a

lifetime events that people

remember for years to come is

what motivates GWSE.

Helping brands to celebrate,

reward their team, successfully

launch themselves, new products

or re-define their journey with

unique experiences, bespoke

environments, sensory atmosphere

to meet clients needs is our

specialty.

S e e o u r e v e n t c a s e

s t u d i e s