Frasers Property
ECQ Outlet Launch
Agency / Dashing Group
/ Creative Strategy & Pitch
/ Experience Design & Art Direction
Challenge
Establishing Frasers Property’s new ECQ Outlet as the premier value destination and an authentic community hub.
Delivery
/ Creative Strategy & Pitch
Audience testing revealed outlet shoppers crave immersive experiences alongside value. Using this insight, I shifted the narrative from purely price-driven messaging toward aspirational value.
To connect this to ECQ’s promise of “getting a great deal more”, I developed the Go Big concept. Embracing oversized visual trends, I successfully led and won the pitch for Dashing Group by creating a playful launch theme promising big theatrics and experiences.
/ Experience Design and Art Direction
I translated the strategy into reality across four activation zones, engineering every touchpoint to drive organic social sharing. At the grand entry, a towering tote bag acted as a wayfinding beacon. In the fashion zone, a gigantic swing tag hosted a prize wheel for instant vouchers. The active zone featured a bold basketball takeover and shooting challenge, while the relax zone offered an ice block cart, photo booth and DJ.
Impact
By physically bringing the promise of getting a great deal more to life, the Go Big activation successfully redefined the traditional outlet model by prioritising fun and immersive experiences over pure discounting.
This larger than life approach successfully captured the target demographic, driving intense organic social media awareness alongside immediate footfall and retail spend.
Ultimately, this strategic execution perfectly positioned ECQ as the definitive home of big brands and big experiences.
