communications and digital
Westpac brought us on for a second year to create a vibrant presence at MECCALAND – Australia’s largest ever beauty festival. We were tasked with building on the excitement and engagement of a hugely successful partnership with Westpac in year-one of MECCALAND. We needed to continue to stay relevant with this audience, while promoting positive and empowering messages around savings.
We created an effervescent stand, developed all six point of sale, plus a communications plan for before, during and after the event. We helped bring to life the key savings messages of Westpac at MECCALAND to over 15,000 Beauty Junkies with our Save (for) the Party campaign.
Using the hilarious Karen from Finance and divine artists The Huxley’s, Westpac managed to capture the attention of event attendees far beyond their stand and POS design. Due to the successful relationships built between Westpac and Mecca in year one, Westpac were invited to have Karen from Finance and The Huxley’s perform “Get the party started” by Shirley Bassey for each of the seven MECCALAND sessions, further broadening the Westpac reach at the event.
Westpac’s activation was voted the best activation at MECCALAND 2019 by the MECCA staff.
The Instagram photo moment continued to be extremely desirable among this demographic. The photographic and interactive cube allowed us to have a large on-ground footprint and broaden our share of voice in an overcrowded space. Allowing Westpac content to reach 5 x more people on Instagram YOY
Total digital reach of Westpac at #MECCALAND 3,646,650
Total digital impressions of Westpac at #MECCALAND 12,155,500
MECCA used Westpac’s 2018 activation as a benchmark for all brands to aspire to in 2019.