ECQ Outlet Launch Activation

Frasers Property

ECQ Outlet Launch Activation

Going Big For a Great Deal More

Play Video about ECQ Outlet Launch Activation

Dashing was tasked with delivering a launch experience that celebrated ECQ Outlet as the region’s definitive retail hub. The challenge was to bring the brand promise to life for the four-day launch event by creating a destination that delivers quality brands and experiences. This needed to be designed around how the community lives, shops, and connects, all without breaking the budget.

The Insight

To ensure the event resonated deeply with the core audience, Dashing partnered with a consumer research platform to test our activation concept with over 400 consumers. Research revealed that while shoppers associate outlets with “good value for money”, they also desire more engaging, immersive experiences.

This allowed us to shift the creative narrative from a purely price-led offering to “aspirational value”. The data proved that shoppers were highly motivated by the promise of “a fun day out” and “interesting experiences”, allowing us to elevate the environment without compromising the value proposition.

The Solution

To stand out, we went big. We developed a visual metaphor for ECQ’s promise of ‘For a great deal more’. The “Go Big!” concept delivered Big Theatrics, Big Value, and Big Experiences across four distinct activation zones that spoke to key offerings across the precinct:

Grand Entry Moment: Shoppers were greeted by a towering 2.7m tall 3D ‘Go Big’ Tote Bag installation, acting as a primary wayfinding beacon and unmissable photo moment. A nearby ‘Scan & Explore’ standee unlocked a curated digital teaser page and served as a collection point for exclusive ECQ Tote Bags for launch day visitors.

Discover Experience (Fashion Zone): Featuring a 2m tall oversized swing-tag , this zone invited shoppers to step up and ‘spin-to-win’ on a carnival-style wheel. This transformed a playful interaction into a big reward, dispensing instant win vouchers.

Play Experience (Active Zone): We executed a playful takeover of the ECQ basketball court with the ‘Big Hoops’ challenge. Players had 90 seconds to sink baskets and beat the buzzer for tiered rewards, alongside a massive 1.7m oversized basketball half-sphere photo moment to capture the winning moment.

Relax Experience (Dining Zone): The ‘Big Chill’ zone offered visitors a place to reset. By scanning a QR code and signing up for ECQ Rewards, shoppers unlocked free treats from a custom-wrapped ice block cart. The zone was complete with a custom photo booth featuring oversized ice block props to snap, print, and share. We kept the launch party going in the Outdoor ECQ Social zone, delivering a branded DJ booth and staggered entertainment throughout the launch.

The Result

The “Go Big” activation successfully redefined the traditional outlet model by prioritising fun and immersive experiences over pure discounting. By delivering on the promise of aspirational value, we transformed a standard retail opening into a highly engaging day out. This experience-led approach cut through the noise to build massive awareness and drive immediate foot traffic for the precinct’s new retailers.

What our clients say

Great team, personable service. No job is too big or too small, and is always delivered on time and to your brief. It's hard to find suppliers that really care and give everything 110% but these guys do. If they get it wrong, they will do what it takes to get it right, one of my preferred suppliers within Australia

Katrinas BurnsSheridan

Great execution iFit and Dashing team - looks stunning and a great engagement piece for our Rebel customers!! What’s most pleasing for Rebel and iFit is conversion rate and sales productivity!!!

Gary WilliamsRebel Sport

Dashing have grown from being a print provider to an overall service provider. From 2 dimensional print to 3 dimensional display. Supporting with creative inception and solutions to production and installation. We enjoy the partnership and experience of the Dashing Team

Jason TyrrellCountry Road Group

We’ve worked with Dashing on a number of projects. They’ve really taken the time to understand the complexity of our retail footprint and needs as a business. They have an attentive approach and we’ve leaned on their skill on all angles from creative development, production, and bump in. Dashing never cease to amaze me, diving headfirst into bringing innovative ideas to the table and turning them into award winning in-store activations.

Crystal MelvanAustralia Post

Troy and the Dashing team are the perfect match for Luxottica. With our ever-changing Campaigns and fast paced environment, the team are always on hand and ready. Dashing for me has been the biggest support system and strength to our business. I recommend them to any retailer looking for small- or large-scale print, project management, design work and account management. The possibilities are always endless with Dashing

Nic SalernoLuxottica