We did this by leaning into the scarcity, uniqueness and exclusivity of Melbourne. Only in the City can you sip flame-licked cocktails beneath a giant mushroom, or slurp down a bowl of traditional Oom Kai in an underground carpark.
Over the years of working on this campaign we had the opportunity to expand and evolve, testing the flex of the platform across a whole bunch campaigns. Go on, have a scroll.
The annual Shop the City event aims to give shoppers a reason to peel themselves off the couch. Enticing them with unique shops, deals, offers
and freebies that can only be claimed IRL over one weekend.
This campaign focused on what makes in store experiences a little
more worth your time. And money.
The results were great, despite the rain...
28.9M - total campaign reach across earned and owned channels
120K - in scope visitors
$28M - economic contribution
*Cue 'Greensleeves'*
With the help of local MasterChef finalist Sarah Todd, we developed a one-off dish that merged traditional Indian flavours and native ingredients with a creative, Melbourne flair. Inspired by the city’s eclectic and diverse dining scene, what looked exactly like ice cream would actually be piping hot, potato based Aloo Gobi soft serve.
Reaching over 800,000 people and generating an unprecedented media groundswell, the two-day foodie pop-up surprised Melburnians with a winter treat at the steps of the State Library.
This landed us a best ads badge, plus we got to custom-wrap an ice cream truck, which was sick.
Thanks
To Sarah for accepting the challenge, and for inviting us to a menu tasting that we think about every other day. To the team at CoM, thanks for your trust and willingness to spice up your marketing.