MVMNT X AFW: Activity Recap
Situation:
Authentic coffee brand Allpress debuted at Australian Fashion Week as the official coffee sponsor, with a bespoke pop-up cafe positioning its coffee at the core centre of Fashion Week. MVMNT also coordinated on-ground activities for Funday Sweets, Hey Bud, and JSHealth during the Fashion festivities.
To amplify each client's overall brand awareness, MVMNT brought to life four exciting on site activations at Carriageworks that offered passersby photo opportunities and a chance to receive product to test out for themselves. These branding opportunities for our clients participating in Fashion Week utilised experimental sampling strategies and incidental branding to encourage High Profile Individuals at Fashion Week to capture our clients products in every moment possible. The authenticity of each brand activation were all personalised to their own personal brand identities and were all successfully executed.
Strategy:
With the help of MVMNT agency, Allpress, Funday Sweets, Hey Bud, and JSHealth were all able to drive social media attention and create newsworthy chances during Fashion Week.
MVMNT curated the incredible Allpress activation, which included everything from their coffee cart pop-ups, the giant shopping bag stunt "There is no "x" in espresso" and the main Allpress cafe within the venue. Fashion week attendees were invited to indulge in a seamless blend of style and flavour at the Allpress coffee experience. The inclusion of Professional photography brought on-site upheld the activation’s momentum during all four Fashion Week days but also facilitated substantial press opportunities and social media content for Allpress.
MVMNT and JSHealth shared a goal to drive brand awareness through Key Opinion Leaders with a branded taxi moment. JSHealth decorated a pink London taxi decaled in JSHealth branding and drove two key talents around for photo opportunities posing with JSHealth products. The particular phrases "Health and wellness are always in fashion" were displayed on the side of the JSHealth Taxi to coincide with the fashion scene. This branding enabled media coverage from various key angles to assist JShealth in boosting brand awareness.
Funday Sweets and Hey Bud participated in two separate sampling activities. Funday Sweets handed out their tasty lolly samples to passersby, allowing fashion-goers to enjoy their delicious sugar-free healthy lollies as a quick afternoon snack. There were sampling staff onsite to create an interactive vibe with individuals in and around the venue.
Hey Bud’s activation was situated upon entry to Carriageworks where they handed out their smooth and rich Hemp Lip Balm alongside the infamous Harry's Matcha in a can to quench the fashionista’s thirst during the busy day. The Matcha and Lip Balm were the perfect combo to receive upon entry to the venue. Talent and Media were snapped by a professional photographer trying their new lip balm and sipping the delicious Harry's matcha. Both of these sampling opportunities were orchestrated successfully and allowed the client and Individuals attending fashion week to create content and try out the products.
