Mercedez-Benz Fashion Festival Sydney launches major TV, digital, cinema and outdoor video campaign via Joy Collective, oOh! + Val Morgan
A huge TVC, digital, cinema and outdoor video campaign, via Joy Collective, oOh Media! and Val Morgan, will take fashion fans front row for a preview of the highly anticipated Mercedes-Benz Fashion Festival Sydney and promote ticket sales for the must attend fashion event.
Mercedes-Benz Fashion Festival Sydney brings the fashion week experience to life with a huge TV campaign including a 30 second TVC campaign across the 7 Network, a cinema campaign across the Val Morgan network and a huge digital outdoor campaign across oOh! Media, cross-promoted to drive audiences online with a brand new website designed for mobile viewing.
In a deal brokered by IMG Fashion, the event has secured advertising space on spectacular digital screens owned by oOh! Media including a nine metre high billboard at Melbourne airport, premium shopping centres, and Sydney cafes and universities. The campaign will run across Sydney & Melbourne from 1 August for three weeks.
The creative centres on the tagline, “Your ticket to the trends”, and is designed to give viewers the sense of being front row at a runway show.
Mercedes-Benz Fashion Festival Sydney is the only fashion event that gives the general public the opportunity to indulge in a world class runway show, and see all the hottest Australian designers from Mercedes-Benz Fashion Week Australia in one mega show. Edited into trends by leading stylist and influential blogger, Romy Frydman of StyleMeRomy.com, the show provides a first look at the Spring Summer collections as they land in stores.
The Mercedes-Benz Fashion Week Australia Trends show is just one of the highlights of this years schedule that includes General Pants launch of supermodel Stef ‘Bambi’ Northwood Blyth’s debut collection alongside Dan Single’s latest collection, DAAN, the Australian premiere of the hotly anticipated Kardashian Kollection ready to wear showcase, plus exclusive runway shows from Market HQ and Sportscraft. Closing each night’s showcase is the InStyle Red Carpet Runway show featuring special occasion gowns from celebrity favourite designers such as Collette Dinnigan, Alex Perry and Steven Khalil.
Says Elle Persson, director of IMG Fashion: “Mercedes-Benz Fashion Festival Sydney is a hugely influential force among its fashion-fixated audience promoting Australian fashion designers, retail spending and driving trends each year with the annual showcase. This campaign will build on the events unrivalled reputation for showcasing the very best Australian retail has to offer and connects world-class compelling content with audiences obsessed with fashion as the garments become available for purchase.”
Sydney-based creative agency, Joy Collective, produced the TV commercial, adding Mercedes-Benz Fashion Festival Sydney to a bevy of high profile clients including RUSSH, Lee Jeans and more with their films featuring faces such as Miranda Kerr and Ruby-Jean Wilson.
Set to a pumping track from The Good Morrows, Je n’ai Rien a Dire, the campaign offers a snapshot of the event; the trends direct from Mercedes-Benz Fashion Week Australia, a line-up of top Australian designer names, and complete VIP fashionista treatment with premium ticket packages including backstage tours, drinks and canapés and editor worthy front row seating.
With uber Sydney model Caitlin Lomax leading the pack, the still campaign imagery features a stunning runway image from Karla Spetic’s Mercedes-Benz Fashion Week Australia 2013 show, giving a sneak peek at the collection expected to light up Sydney Town Hall at Mercedes-Benz Fashion Festival Sydney.
Title sponsor Mercedes-Benz is joined by the City of Sydney, Maybelline New York, DHL, Redken, Osiris Eyewear, Pullman Hotels, oOh!, Channel 7, Peroni, Tempus Two, Baileys, Acqua Panna and JASU.
Mercedes-Benz Fashion Festival Sydney is an IMG Event.