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Best use of Martin (marketing) Place in 2012

In this roundup from the Encore and Mumbrella Annual, we count down the top seven uses of Martin Place in 2012, now known as Marketing Place.

1. The Lego Forest 

In April, toymaker Lego built a life-size forest in Sydney’s Martin Place to celebrate its 50th year down under. The forest included 15 ‘pine’ trees standing four metres high and 15 flower sets built to scale. The agencies behind it were Host and One Green Bean.

2. The Tim-Tam Tree

With the help of DDB Sydney and sister PR firm Mango, biscuit brand Arnott’s surprised Sydney workers by installing a tree with more than 30,000 Tim-Tams hanging from its branches. The idea came from a comment on the brand’s Facebook page wishing the biscuits ‘would grow on trees’.

3. The Kitten House

In support of charity Pet Rescue, cat food brand Whiskas built a kitten house complete with real kittens. The transparent home was part of a campaign to mark the launch of the ‘bring your home to life’ initiative, which encourages responsible cat ownership and was the work of Clemenger BBDO Sydney, Starcom and BD Network.

4. The Cage of Zombies

For the launch of new Foxtel subscription channel FX, commuters were confronted by a cage of zombies inspired by US drama The Walking Dead which airs on the channel. The stunt was organised by The Shop and Gasbag PR and saw the zombies march through Sydney CBD.

5. The Man with the Sandwich Board

When out-of-work adman Tony Simms stood in the Sydney thoroughfare with a sandwich board displaying his credentials, he not only earned himself airtime on Seven’s Sunrise, but an eventual job. Sadly, the gig didn’t quite last the year.

6. The Soup Dispensing Billboard

To promote its new Squeeze and Stir instant soup range, Heinz and JC Decaux erected a soup dispensing billboard. Commuters could text a number on screen, and two seconds later out popped a free sample of soup.

7. The Wall of Flowers

Orthodontic brand Invisalign created a wall of sunflowers to encourage Sydneysiders to ‘learn to smile again’ and reveal their pearly whites.


mumbrella annual 2012

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