Broadcaster Nine returns to the pop up format
What message does Nine send with their high-profile pop-ups ?
Back in July, Australian broadcaster Nine resurrected a strategy they launched in 2018 – hosting clients in a themed pop up hospitality suite they call “The Big Ideas Store”. The ‘Store is actually an initiative of Powered by Nine – “designed to educate and engage clients on the capabilities of Powered”#
Powered by Nine is “Nine’s client solutions division, committed to helping brands realise big ideas”* Um, which involves clients buying into their strategic marketing and advertising opportunities…
The Big Ideas Stores 2019 – Sydney and Melbourne – weren’t hidden away in side lanes or unloved warehouse spaces – but bright and bold on busy high streets. The first installation in Paddington (under the Verona Cinemas – the same venue we mentioned in 2018) ran all week, packed up on the Friday and shipped overnight to Melbourne… then opened in a similar pop up format at 524 Flinders Street (CBD) the following Tuesday !
This year clients were introduced to various popular Nine brands again (The Block, Australian Open, Good Food, 9 Sports, Travel Guides and others…) – as well as new opportunities in digital and print media (since 2018 Nine has merged with Fairfax Media, stable of The Sydney Morning Herald, The Age and The Australian Financial Review). Entry to the Big Ideas Store was by invitation only (no public access) to “ideation sessions for marketers and agency partners… (as well as) a number of client and content sessions aimed at ‘inspiring marketers to embrace creativity’ ”# Around 900 people were expected to pass through the 2 locations over 2 weeks.
So why does Nine install their pop up format in prime locations ? Surely they could save big $$ by using a TV backlot or spare studio to achieve the same effect ? Well, I suppose they’re leading by example – showing clients the wisdom of investing in high-profile / high-value opportunities…
images : popUPshopsAustralia, mumbrella.com.au
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