Following on from the previous year, when Fourth Wall took over Bondi Icebergs to launch American Express’s Shop Small campaign, our client Ogilvy PR, challenged us again to create another ‘wow’ moment to launch the next campaign.
The team rolled out the ‘welcome mat’ for Small Business, a 70 metre long branded carpet that covered a huge section of Melbourne’s iconic shopping precinct of Greville Street Prahran.
The PR moment was supported by a community and small business event. Local residents and small business owners connected over a coffee and a muffin, whilst enjoying the colour of our street festival.Following on from the previous year, when Fourth Wall took over Bondi Icebergs to launch American Express’s Shop Small campaign, our client Ogilvy PR, challenged us again to create another ‘wow’ moment to launch the next campaign.
American Express were impressed when we emptied the pool at Bondi Icebergs and covered the base with a huge Shop Small banner the spanned the pool in its entirety. The pool was filled with water providing breathtaking photos that travelled the world’s media.
The challenge now was how do we go one better. So we moved the focus of the campaign launch from Sydney to Melbourne’s famous Greville Street. Here we were asked to role out the ‘welcome mat’ and created a 70 metre long carpet that covered the street.
This was supported by a community event involving local shop owners providing catering, coffee, fashion and fun, bringing the street to life early on a Monday morning.
Media response was very positive with live crosses to Channel Seven’s Sunrise program as well as all major television and media outlets in attendance, whilst Federal Minister Fran Kelly launched the Shop Small campaign.
The client was pleased with the results of the campaign launch and the media reaction was stronger then the year before, helped by a series of thrilling images and video content that included some exciting drone coverage of the carpet. The community event was well received as locals and shop owners engaged in a relaxed and pleasant atmosphere.