Activation: Movement Agency and Motto Fashions took to the streets and surprised Melburnians with a stunt activation whereby we roamed around Melbourne CBD with a giant garment swing tag that hung off a clothing rack to promote Motto Fashion’s new Movement Collection in partnership with Tennis Icon, Jelena Dokic. The stunt was aimed to stop consumers in their tracks and pay attention to the roaming giant garment swing tag.

Showcasing, empowering, strength and body confidence, we organised three promotional staff members who were dressed in the Motto Movement Collection to encourage consumers to scan the large QR code that was placed strategically on the giant swing tag in order to receive a free Motto fan in exchange for following them on their Instagram page.

During one of the most pivotal sporting events of the season, The Australian Open, the stunt aligned perfectly with this event as the pieces were styled to be worn if you were heading off to the tennis. It also allows us to target those who were heading off to the tennis as the warm day encouraged consumers to scan the QR code to get their free fan to keep cool throughout the hot day.

To further generate awareness around the collection, Movement organised a roaming billboard truck that included the QR code along with a styled image of Jelena on the billboard with a tongue in cheek message that aligned not only with Jelena but also with Motto’s purpose of empowering Australian women.

Strategy: Our goal was to stop consumers in their tracks, encouraging them to pay attention to the giant garment swing tag, take a look through the clothes that were styled on the rack, and scan the QR code to receive their free offering courtesy of Motto Fashions.

By roaming around the streets of Melbourne CBD during a key aligning sporting event such as The Australian Open, we were able to target event goers and encourage them to browse through Motto’s newest collection before they make their way to the tennis ground.

Services Provided:

Activation Ideation and Management
Creative Briefing
Promotional Staff Management
Capturing Social Content

Results:

The activation drove strong interest from Melburnians in the middle of the CBD, as it resulted in lines waiting to scan the QR code to receive their free fan, as well as provided them with the opportunity to experience and feel the collection for themselves in real life and not just over a screen.

Fans were being distributed within less than 3 hours.
Motto Fashions also increased their following base, targeting familiar customers as well as new followers who had never heard of the brand but were so excited and intrigued to browse their website after experiencing the stunt activation.