Why experiential marketing works – and the talent behind it

Digital is saturated. A stunning online presence used to be enough to stand out in the crowd, but in a twist of the modern age, with so many brands competing for digital real estate, it’s the brands going offline which are winning big.

Here at THE MONDAY GROUP, we’re constantly inspired by the creativity and strategic thinking behind the experiential work our clients deliver – and this niche sector looks set only to get bigger.

Take a look at this: Last year, global experiential marketing spend topped $128 billion for the first time (Marketing Dive). Meanwhile, 74% of Fortune 1000 marketers said they plan to boost their experiential budgets (Event Marketer) and 66% of corporate marketers said the importance of experiential marketing is increasing (EventTrack 2025).

Experiential marketing is evolving, and now more than ever, having the right team of creatives separates brand leaders from the brands you’ve never heard of.

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The power of modern experiential marketing

You’re in Sydney. You’re sitting on a bench by the water scrolling on your phone. An ad pops up on your social feed – a new season of Netflix’s “Squid Game” is about to launch. It’s probably a well-written post, maybe it’s got a fantastic trailer, but most likely you’ll watch five seconds and move on. After all, there are hundreds of other great posts to scroll through.

There’s nothing wrong with this marketing approach – it works wonders, even. But it’s not as “sticky” as an experience in real life. With so many great tools and creative talent available, brands can do a lot more. That’s why we love experiential marketing.

Instead, imagine you’re walking along that same waterfront and you see this…

We know which one we’re more likely to remember.

Check out these results

XO Media Group’s f antastic Sydney takeover showed what’s really possible with a great, modern brand experience. Passersby were broken free from the digital by a truly unique physical experience, which in turn stimulated massive digital engagement. Netflix bridged the gap between the real and the online by giving its fans something worth sharing, and it worked.

Netflix hosted fan activations in 25 countries, getting…

• 52,000 in-person fans
• 6 million online fans
• 37,000 event participants
• 3 billion digital impressions across global social channels

Worldwide, “Squid Game” season two premiered to 68 million viewers, hitting top place in 92 countries and breaking the streaming platform’s past record for most views in a show’s initial week (Netflix).

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4 examples of what top Australian experiential creatives are doing

“Squid Game” is a market-leading example of how coordinating multiple guerilla events around the world can lead to massive global buzz. But, here in Australia, extraordinary experiential talent is showing how the industry is growing closer to home.

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1. Xerocon

Xerocon, organised by INVNT, is a fantastic case study in hosting a high-impact industry convention.

Dubbed “Coachella for Accountants”, this spectacular annual event takes something which has the potential to be quite boring – accounting software – and elevates it into not just a thought-provoking brand experience, but a genuine party with special musical guests and all.

Learn more 

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2. Cartier’s boutique launch

Product launches have come a long way since Chicago hot dog sellers were dressing up their trucks in giant hot dogs back in the 1930s USA.

These days, brands like Cartier are taking it a lot further.

This event, from RIZER, launched Cartier’s flagship boutique store in Sydney. Here, guests didn’t just turn up to a party and get some tote bags – after attending a red-carpet store launch, they were transferred to a secret after party to be wooed with luxury, fine dining, cocktails, dance, holographic projection mapping, and a guest appearance from international music sensation, Labrinth.

Learn more 

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3. Superocean pop-up

One of the great things we see in experiential marketing is that you don’t need to always go big – when costs rise, top teams can scale down while still having impact.

Take Breitling’s superb Superocean pop-up store as an example, designed by EP Agency. Appearing in two popular Sydney malls, Breitling built a beachy setting with custom surfboards, sand-like flooring, neon signs and bright ocean tones, immersing visitors in the Breitling Superocean style. Shoppers could try on timepieces, meet World Champion surfers Stephanie Gilmore and Sally Fizgibbons, and buy fresh gelato on-site.

This was a simple idea executed perfectly, an outstanding representation of a classic brand.

Learn more 

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4. SXSW Sydney

By partnering with the right team, smart brands don’t even need to host their own event – instead, utilising the resources of an existing setting to amplify their product without starting from scratch.

For a case study, look no further than SXSW Sydney, which showcases custom brand activations, unforgettable takeovers, unique interactive lounges and more to almost 100,000 attendees over a weeklong event.

One brand which has taken advantage of this opportunity more than once is the hugely popular hard seltzer Suntory Minus 196, which appeared at SXSW Sydney 2024 (among other events, like the Adelaide Fringe) with a 12-metre-tall vending machine. Users could step inside to explore multiple floors of art, music, optical illusions and, of course, Suntory Minus 196 beverages.

Learn more 

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Finding the experiential talent to make the magic happen

The physical world is back in business, and the brands taking advantage of real experiences are getting real results.

But success in experiential marketing isn’t about the location or the party – it’s about the people. Get the right team of experiential marketers leading the charge at your brand, and you’ll have everything you need to cut through the digital noise and win the war of attention.

If only top talent was easier to find.

Navigating Australia’s tough hiring market

Australia has plenty of wildly creative talent, but the best of them are already in great roles.

Still, with the right offer you can lure them away from your competitors – in fact, our 2024-25 Workforce Insights Report found that as many of 84% of experiential professionals in this country could be open to new work (but they’re not all actively job hunting).

In other words, most experiential marketers say they’re willing to be tempted. When the competition’s tight, your ability to connect with this passive talent is your edge.

So what does a great offer look like? 

We know from the data that five factors motivate top talent more than any other to seek new work. If you write these into your offer, you’re statistically more likely to catch the eye of the best creatives. 

Those factors are: 

1. Competitive pay 
2. Career advancement opportunities 
3. A great company culture 
4. Worklife balance 
5. New challenges 

Take note of that last one in particular. These are creative professionals. They want to push their own boundaries. Experiential marketing ideas don’t have to break the budget, but they do need to be exciting. 

To learn more about the top-most desirable job benefits, key factors driving talent mobility and average salary expectations for experiential talent, download our report free today. 

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Need an intro with the best creatives? That’s where we come in

We’re one of Australia’s leading boutique recruitment agencies specialising in the events and experiential marketing sector.

Our team has access to an unmatched network of wildly creative marketers and event production specialists, and we prioritise exclusive and retained search partnerships that ensure our clients get a dedicated, high-touch recruitment experience with quality at its core.

Curious? Let’s talk.