22 November 2018   

5 min read
More than 100,000 Stockland shoppers took the opportunity to get up close to a one-of-a-kind eight tonne model of a 11-metre prehistoric crocodile as it toured four Stockland shopping centres from May to August.

 Photos from Stockland Merryland's SuperCroc opening


Stockland again partnered with the Australian Museum to tour the extraordinarySarcosuchus Imperator, affectionately known as SuperCroc , to Stockland Wetherill Park, Stockland Merrylands, Stockland Shellharbour, and Stockland Green Hills. The successful activation is an example of Stockland’s commitment to deliver engaging and educational activations that drive visitation to our centres and enhance the retail experience.

Customers flocked to the exhibit for the chance to learn about the prehistoric predator and to take advantage of exclusive retailer offers with visitor numbers reaching 22,599 at Stockland Merrylands, 22,159 at Stockland Shellharbour, 36,727 at Stockland Wetherill Park and 23,286 at Stockland Green Hills.

The highly-targeted SuperCroc social media campaign really connected with customers helping to create engagement with the centre experience, cultivate a sense of community, and build awareness of the Stockland brand. During its tour, SuperCroc generated excellent social media reach, with a Facebook reach of 225,009, 16,535 social interactions and increased website dwell time.There was also a higher than average click through rate by customers on the eDM helping to create engagement with Stockland centres and retailers. For instance, at Stockland Merrylands, the SuperCroc website generated more than 1,000 page views – putting it in the top three page ranks – with nearly half of website visits coming via social media. At Stockland Shellharbour, the eDM achieved a higher than average click through rate by customers.

Most noticeably, there was a marked increase in visitors using the centre’s wifi in the zones around the SuperCroc exhibit during and after the event. The tour also generated excellent media coverage in suburban and regional newspapers reinforcing that Stockland develops campaigns that inspire customers and cultivate community.

The educational children’s activities in support of SuperCroc’s visit, exclusive retailer offers and social media photo competition helped to boost visitor numbers and drive awareness and engagement with retailers.

Kim McKay AO, Director and CEO, Australian Museum, said: “It was great to be working with Stockland again giving communities outside central Sydney the opportunity to see this prehistoric beast and learn about its habitat and life dating from 110 million years ago.”