Tired of the traditional fashion parade format that could only be enjoyed by a fortunate few people, Welbourn O'Brien developed a ten-minute digital fashion spectacle featuring the latest AW16 trends.
The progressive fashion show was presented at larger than life scale on a 5x2 metre double sided screen in the busiest pedestrian corridor in South Australia, Rundle Mall. Effectively increasing the audience to 50,000 shoppers 24 hours a day over a two-week period.
The campaign drove sales within the centre via the introduction of 90min style sessions, promoted primarily via social media. The style session were a huge success, with 100% of available appointments booked.
- Campaign development
- Press and digital executions
- Social strategy