We’re proud of the work, and even prouder of the partnerships we’ve built.

We’re proud of the work, and even prouder of the partnerships we’ve built.

GREAT Maze Hunt 2019

Elements of fitness and rewards - GETGREAT and UPGREAT

Great Maze Hunt transforms an ordinary event space into an experiential area full of fun and interactive elements.

It was held at PLQ for a week, and visitors got to participate and walk through the maze with different routes and complete it by answering three questions correctly. In addition, the designs of the maze walls are filled with information depicting life’s possible situations and other general knowledge.

The objective is not merely to “escape” the maze but to acquire knowledge and find the exit – combining both the sense of an adventure and a guided tour.

The Challenge  

As typical as it may sound, the full extent of a maze is not merely reaching the end but discovering hidden treasures along the way. The challenge lies in having mechanisms that draw the attention of participants. Will they pause and pursue a course of discovery, or will they remain on the path and oblivious to these treasures?

Another challenge was to design and construct a maze within the allowed compound of PLQ. Integrating something catchy and relevant without overlooking the Great Eastern brand was at the top of everyone’s mind.

The maze must not seem too tedious with many routes and ways, but instead, to find the correct path. On top of it, the approach must be outlined with the intended messages and relevant information. Adding on, given the team’s restrictions in setting up the maze, they were allocated a mere 09 hours to complete the installation.

Client
Great Eastern
Project Type
Thematic Brand Activation
Location
Paya Lebar Quarter Mall (PLQ Mall)

The Approach

There was more than 60 personnel involved in the construction of the maze. Firstly, to ensure that the maze is set up to the optimum specifications and measured the allowed compound of PLQ.

We also proposed to allow the free movement of foot traffic in and around the maze area. This is to ensure we can capture the attention of all the casual shoppers from the mall and the surrounding places.

To achieve that effect, we used bright colors and spelled out the term “GETGREAT”. Then as the roadshow will run into the evenings, we laid ambiance lighting on the circumference of the maze. This added a beautiful luminescent glow to the maze area while maintaining the aura of Great Eastern.

On the maze’s walls, we emblazoned motivational quotes and pit stops. These apparent pit-stops are questions related to Great Eastern and its products and also showcase the UPGREAT app’s features. Participants can answer these questions using a seamless mechanism via a QR code.

The Solution

The overall implementation of the maze follows the elements of fitness and rewards strictly. Navigating the maze brings complexity into bit-size pit stops with relevant questions to perk up the participants.

The maze was situated in the epicenter of an integrated mixed-use project located next to the Paya Lebar MRT station. As such, the roadshow saw throngs of passers-by visiting the maze. To further project Great Eastern’s brand, the maze was shaped into the letters “G” and “E”. And when seen from above, it expanded the event space into a multi-tiered area equipped with fascinating visual aids.

The event area also includes an Instagram-worthy background that integrated a green wall with neon-lighted logos and a phone-charging station. Participants who complete the maze are rewarded with a token to have an attempt at the claw machine, where they can walk away with great prizes. No one walked away empty-handed, as the event rewards all participants with a free service of changing their smartphone screen protector and a $5 McDonald’s voucher for every new UPGREAT download.

As the evening draws in, the illuminated event area is clear for all to see that the maze is a carefully integrated piece of flexible event planning and activity-based showpiece.

Key Metrics

> 3,000 participants    > 08 touchpoints    > 12 hours event

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