Secret Sounds Connect



CAMPAIGN: Topshop & Laneway Festival
TYPE: Sponsorship Strategy/ Talent Programming
EXECUTION: To generate buzz around the highly anticipated launch of Topshop into Australia with an influential and fashion forward audience, Secret Sounds Connect aligned Topshop as the official partner of Laneway Festival. The campaign included a pop-up party in a hidden bunker at the Melbourne Laneway show ‘The Topshop Takeover.’ Awareness for the party was spread by a team of promo staff on branded bicycles who handed out drink tokens for the party and subtle directional signage around the site pointing to the ‘Topshop Takeover’ party. Street style photographers on site took pics of the crowd and posted on Topshop social media channels. There was also a Laneway ticket give-away in store and Topshop Bus taking people to and from the show.