Auckland Agency Launches Revolutionary 'Middle-Stall Activation' at Sylvia Park Food Court
AUCKLAND, NZ — In what industry insiders are calling either 'a bold reinvention of spatial marketing' or 'a cry for help', creative agency Glib&Co has unveiled the first-ever Middle-Stall Activation inside a public food court restroom.
Strategically set between the hand dryer and what staff refer to as 'the cursed Dyson Airblade', the activation features a live brand ambassador, a stack of laminated QR codes, and a looping video featuring a man named Craig explaining insurance premiums with no audio and inexplicably, no subtitles. The stall has been wrapped top-to-bottom in rustic, distressed vinyl covers promoting a new fintech app named “Orbuk (It’s Not a Bank)”.
Glib&Co’s Head of Cultural Immersion, Tash Langston, says the idea was born after a brief offsite strategy session that ended with everyone trapped inside the Westfield carpark for two hours. 'We realised people feel truly seen when they think they're alone and vulnerable,' Langston said, while handing out branded wet wipes. 'The middle stall is a metaphor. It’s unloved. Overlooked. Usually the worst option. Much like most financial decision-making.'
Initial consumer response has been mixed. One participant reportedly experienced three minutes of uninterrupted contemplation before the QR code dropped him into a broken signup form. While restroom foot traffic data is rumoured to be up 700%, Glib&Co has responded to criticism by installing a bespoke scent diffuser named 'Reckless Optimism' to mask both literal and figurative discomfort. The activation runs until someone from Westfield realises what's happened. Hard stop.
Strategically set between the hand dryer and what staff refer to as 'the cursed Dyson Airblade', the activation features a live brand ambassador, a stack of laminated QR codes, and a looping video featuring a man named Craig explaining insurance premiums with no audio and inexplicably, no subtitles. The stall has been wrapped top-to-bottom in rustic, distressed vinyl covers promoting a new fintech app named “Orbuk (It’s Not a Bank)”.
Glib&Co’s Head of Cultural Immersion, Tash Langston, says the idea was born after a brief offsite strategy session that ended with everyone trapped inside the Westfield carpark for two hours. 'We realised people feel truly seen when they think they're alone and vulnerable,' Langston said, while handing out branded wet wipes. 'The middle stall is a metaphor. It’s unloved. Overlooked. Usually the worst option. Much like most financial decision-making.'
Initial consumer response has been mixed. One participant reportedly experienced three minutes of uninterrupted contemplation before the QR code dropped him into a broken signup form. While restroom foot traffic data is rumoured to be up 700%, Glib&Co has responded to criticism by installing a bespoke scent diffuser named 'Reckless Optimism' to mask both literal and figurative discomfort. The activation runs until someone from Westfield realises what's happened. Hard stop.