ACTIVATION: NALA X MYER BOOBIE LANE
Situation:
To celebrate Nala launching into 22 Myer stores nationwide, two iconic Australian brands transformed Melbourne’s Staughton Place into Boobie Lane. Subtle, it was not.
For four days, 24 giant custom inflatable breasts were suspended above the laneway, celebrating different shapes, sizes and skin tones. Stretch marks, body hair, inverted nipples, piercings and post-mastectomy breasts were all represented, reflecting the bodies traditional lingerie advertising has historically left out.
The installation took Nala’s representation beyond the intimates floor and into public space, translating the irreverence and inclusivity behind its online following into something people could quite literally walk beneath.
Strategy:
From the first idea and conceptual roadmap through to launch, MVMNT Agency worked closely with Nala and Myer to create an unmissable public moment that would announce the retail partnership in true Nala style.
Boobie Lane was designed to drive national awareness of Nala’s arrival at Myer while bringing the brand’s commitment to representation into the heart of Melbourne. The campaign combined a large-scale public installation with an intimate launch event for media and key opinion leaders, a targeted press office and a community donation initiative.
Visitors were encouraged to donate a clean, pre-loved bra to Salvos Stores. For every bra received, Nala donated one brand new bra, up to 500, directly to women and young people supported by The Salvation Army’s family violence programs.
Services Provided:
Activation Ideation and Concept Development
Strategic and Creative Direction
Full-Scale Production and Activation Management
Supplier and Stakeholder Management
Launch Event Management
Guest List Development and KOL Management
Media Strategy and Press Office
Media Outreach and Interview Coordination
Event & Activation Execution and Guest Management
Results:
Boobie Lane launched Nala into Myer with a public installation that was loud, proudly representative and impossible to miss.
Across four days Boobie Lane welcomed 5,832 visitors, with the activation sparking widespread conversation online, achieving a combined online reach of 24.5 million, including 5.31 million people reached through organic social content, and secured more than 40 pieces of editorial coverage across prominent Australian media in just one week, driving national awareness of Nala’s biggest retail expansion to date.
More than a retail launch, Boobie Lane brought real bodies into public view and gave people a reason to stop, look and talk about representation.
