Melbourne Racing Club partnered with Carrspace to revamp the Fashion on the Field competition into an exciting style experience designed for the social age.
Race-goers curate their own experiences with social media and this Sunday, the Melbourne Racing Club were looking to recreate the iconic Fashion on the Field event to make it a bespoke experience for all.
MRC engaged experiential agency Carrspace to capture the Instagram generation of 18-30 year old women. Tested earlier this year at the Caulfield Cup, Carrspaces’ innovative approach celebrated individual creativity and self-expression, a move which resulted in participation numbers skyrocketing from previous years.
“In looking at this audience we recognised that they are attracted to social experiences, love individual expression and seize any opportunity to share their stories with the world around them,” said Taryn Atkinson, account director at Carrspace.
“With that in mind, we created the Westfield Style Stakes, a fashion studio where any racegoer can participate in a personalised photo shoot, complete with professional makeup and hair styling, and then if they choose to, could also enter the Style Stakes competition.”
After a photo shoot with their very own photographer, each participant will be invited to choose their favorite images at the edit suite, receive a printed ‘proof’, along with their chosen selection of images being sent immediately to their mobile for sharing.
“The average consumer traverse between the digital and offline mediums unconsciously. With that insight, we intentionally designed a fluid journey which engaged racegoers while they were on site, whilst also empowering them to easily share their experience authentically,” said Atkinson.
Reviewing the campaign earlier this year, the MRC reported an increase in social sharing and impact beyond any other social campaign they’d activated prior.
The Style Stakes experience will activate at the Mornington Peninsula Cup this Sunday 30 October.
Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]
SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]
Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]