Willett Visa Vamff Shop the Runway





communications and digital

Shop the Runway powered by Visa was a pop-up store spanning six days in The Plaza at Virgin Australia Melbourne Fashion Festival (VAMFF). It provided consumers with the ability to see, feel and shop their favourite looks, pre- and post runway shows. A digital campaign encouraged shoppers to #seesnapshop the runway for the chance to win a trip to NYFW!


A curation of product featured on the runway from across the week was displayed in the pop up. The space was integrated with the Australian Fashion Council’s emerging designers as well as a STÆRK & CHRISTENSEN + PARED eyewear range launched at VAMFF sold in Visa’s Interactive Vendor (VIV).

Through the activation space, point of sale signage, digital, owned social media, influencers and VIV, Visa was able to successfully align their brand with Australia’s largest fashion event and engage over 78,000 people.


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