Market Positioning
As the official spirit sponsor of Melbourne Fashion Week 1800 Tequila needed to promote their new relationship with one of the most high profile fashion events in Australia.
Brand Perception
By leveraging suburb-specific copy and hyper-localised messaging, we strengthened audience connection, making the campaign feel uniquely relevant and driving brand affinity among trend-conscious consumers.
Our Collaborative Approach:
Strategic Partnership
In collaboration with QMS and utilising their dynamic technology, we strategically positioned high-impact outdoor ads around key Melbourne Fashion Week events, securing premium locations to elevate 1800 Tequila’s presence, reinforce its partnership, and establish it as the drink of choice for the fashion-forward crowd.
Campaign Success:
Data Driven Targeting:
Beyond a high-impact outdoor campaign, we amplified reach using Blis mobile network’s audience targeting and geo-fencing near Dan Murphy’s and 1800 Tequila stockists to drive purchase consideration.
Leveraging Engagement With Social Competition:
To maximise engagement and bring the partnership to life, we ran a social competition offering three lucky winners double passes to MFW, boosting interaction and increasing visibility on Instagram. The competition attracted 224 entries and achieved a 2% engagement rate.
Delivered Impact:
Efficiencies Achieved
The campaign delivered 26m impressions and dynamic outdoor reached 835k people with a high frequency. The Blis mobile campaign saw an 4% uplift in users visiting locations after ad exposure.
Market Influence:
Through a high-reach, high-frequency strategy, we effectively strengthened brand recall, driving awareness and consideration for 1800 Tequila. By dominating key event precincts, our campaign maintained an unmissable presence, reinforcing 1800 Tequila’s position as the ultimate premium drink of choice for the fashion-forward crowd.
