Australian fashion brand MESHKI teams up with This is Flow and JCDecaux for a groundbreaking campaign featuring real-time updates and immersive brand experiences during Formula 1.
Australia-based fashion e-commerce brand MESHKI has collaborated with This is Flow and JCDecaux to launch an Out-of-Home and social integration campaign titled the MESHKI Real-Time Race Day Looks campaign. This initiative signifies MESHKI’s first significant foray into Out-of-Home advertising, expanding its marketing efforts beyond traditional digital and social media platforms.
Launched during one of Melbourne’s most significant sporting weekends, coinciding with the Formula 1 event, the campaign aims to target the increasing interest among females in Formula 1. The essence of the campaign leverages JCDecaux’s SMARTFRAME, a small format digital network located at Spencer Street, a bustling area in Melbourne’s Central Business District (CBD).
The campaign features dynamic creative content that updates in real-time, showcasing user-generated social media posts and images of influencers, as well as F1 WAGs (wives and girlfriends), donned in MESHKI attire during the race. These updates are streamed directly to the SMARTFRAMES, enhancing the campaign’s immediacy and relevance. Additionally, QR codes embedded in the influencer content direct audiences to MESHKI’s shopping portal, enabling customers to purchase outfits immediately.
Jimmy Hyett, CEO of This is Flow, expressed pride in the innovative partnership with MESHKI and JCDecaux, stating, “We are beyond proud of this innovative work with MESHKI and JCDecaux. It is testament to the energy and hard work of the team to deliver a media first activation during the sought-after Melbourne F1 period.” He noted that the campaign showcases what is achievable when collaborating with a brand like MESHKI, which is consistently at the forefront of marketing initiatives.
In a groundbreaking move, MESHKI executed the first-ever tram shelter takeover at Spencer Street, featuring branded tram shelters equipped with digital screens that dominated 100 percent of their display time. The strategy aimed to immerse audiences in MESHKI’s brand identity while expanding its reach through JCDecaux’s Yarra Trams network, including a tram wrap which further amplified the brand’s visibility over the F1 weekend.
Kristian Muhllechner, the Victorian sales director at JCDecaux Australia, highlighted the immersive experience the campaign provides, describing it as a “truly immersive brand experience and innovative Out-of-Home execution.” He emphasized that the integration of SMARTFRAMES in Melbourne’s busy areas and the Yarra Trams network created a visually compelling and contextually relevant campaign that resonated with the high-energy atmosphere of the F1 weekend.
The campaign reflects the collaborative efforts of key personnel from MESHKI, This is Flow, and JCDecaux, with contributions from various roles including marketing, business direction, and creative solutions. The successful launch marks a significant milestone for MESHKI as it continues to expand its marketing strategies in the competitive fashion e-commerce landscape.
Source: Noah Wire Services
