ACTIVATION: GIANT INFLATABLE BREAST - NALA
Nala Giant Inflatable Breast Activation
"You Can’t ban this boob”
Extract from media article:
If you’re living in Melbourne, you might have seen a giant inflatable boob cruising down the Yarra River recently. This act of titty guerilla marketing wasn’t just for fun – it was an intentional statement on censorship in media, made by inclusive underwear label, Nala.
As the co-founder of the local label, Chloe de Winter, told Nala’s Instagram followers, “For too long, advertising standards have played a harmful role in how women feel about themselves. We’re here to be the voice for those who continue to be silenced”.
MVMNT Agency:
This was such a fun, yet still, important activation that we executed for Nala, the giant inflatable breast which aimed to shine a light on censorship issues across some of the world’s biggest advertising platforms such as Meta (Facebook, Instagram, Twitter, and Linkedin).
At MVMNT Agency we believe that hosting activations and stunts is a pivotal way to drive brand awareness and traditional exposure, especially when it is around such important issues to start a conversation that can make a huge impact. It’s a no-brainer in this day and age with the changing nature of PR and the ever-present social media changes that activations and stunts are key to spreading word of mouth rapidly.
MVMNT Agency is a creative agency that focuses on creative thinking to drive brand awareness. The old way of doing PR, by pitching a blank and boring press release simply does not get cut through. You need to think out of the box and come up with ideas that work into a 360-degree strategy.
Step One: Create the Giant Inflatable Breast
Step Two: Launch the Giant Inflatable Breast in the Yarra River and have a photographer on the ground snapping people’s reactions that you can pitch to traditional media as a press office story (Traditional media amplification)
Step Three: Have well-known Key Opinion Leaders who align with the brand and the campaign on-site to capture content and create a sense of “virality” as if they “just happen to see the Giant Inflatable Breast floating across the river as they were going about their morning” (Social media and virality amplification)
Step Four: Pitch this to key media targets to spread the word further and create brand awareness as well as get locals in the area you’re targeting to post in local community groups and on social media to enhance the viral nature further. (Virality, Community, and WOM Amplification)
Step Five: You have a pretty impressive campaign that not only created brand awareness but tackled an important issue to help start and conversation and make a change. That’s the difference between having an idea and having MVMNT Agency bring your idea to life.
