National brand
Harbour Light activation
The brief
A national brand wanted an activation in regional WA that did not look regional. The bar was set by what they run in the capital cities: the same finish, the same production values, the same brand discipline, delivered a couple of thousand kilometres from the nearest warehouse.
The risk was obvious. Freight a full metro build up the coast and the budget breaks; build it locally without the right eye and the brand notices. They needed production design and delivery in one pair of hands.
ACE’s role
We designed the build to the brand’s specification, then value-engineered it for the location: what had to come up from the city, what could be fabricated or hired locally, and where the two met without a visible seam.
Delivery ran across a three-day build with crew coordinated across two states, a clear site plan, and daily check-ins with the brand team so there were no surprises at reveal. Safety, contractors and the load-out were all held by ACE.
Because one operator carried the design intent all the way to the floor, the thing that was signed off in a deck is the thing that stood on the site.
The outcome
The activation was delivered to the brand’s national standard on a regional footprint, on time for the reveal, and inside a budget that a full metro freight-up would have blown. [Figures draft, confirm with Erin.]
Local sourcing and a single accountable operator were the difference between a compromise and a result. The brand has kept ACE on the list for its next regional round.
“It looked exactly like our city builds. Nobody could tell we were in the Pilbara, which was the whole point.”
Brand Manager, [Company]