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.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]