As an elite sponsor of NZ Fashion Week, NZ Post asked Spur to develop a campaign to bring their partnership to life both at the event and to a wider consumer audience.
Spur developed a multi-faceted, fully integrated campaign centred around the core idea of passing a fashion parcel.
The result was an interactive and shareable digital experience for the wider consumer audience which then became a physical experience on-site for the event audience. We generated video content as well as still imagery and social media carousels to support and promote the campaign. Running in parallel with the consumer promotion was a more targeted industry specific content series titles “Road to Runway”, which was written, filmed and produced by Spur.
We also provided assistance for NZ Post on-site with a dedicated designer “concierge” service as well as design and management of the hosting spaces throughout the week to cap off a truly end-to end campaign.
Results;
18,611 Digital Pass the Parcel users
1,200 Fashion Week attendees played Pass on the Parcel onsite
218,657 video views across 3 videos
Our scope of services included:
- Lead agency
- Concept development
- Campaign management
- Digital project management
- Content production
- Digital artwork production
- Activation design and execution
- Planning and production management
- Onsite management
