An augmented reality shopping experience unlike any other
Afterpay Day is a biannual flagship retail event and crucial sales generating opportunity for Afterpay. Consumers are wary of fire sales events, after all a savvy digital shopper can find an online sale whenever they like. To cut through and drive sales from a clued-up millennial and Gen Z audience, Afterpay Day needs to represent something more than product discounts. The realities of lockdowns and limited in-store shopping made the August 2021 edition of Afterpay Day the most challenging to date.
The brief consisted of 2 key tasks aligned to the 2 phases of the Afterpay Day campaign:
In order to create a big impact we needed to link Afterpay with the shopping culture of the audience - it’s not about discounts (yawn) it’s all about exclusive drops and deals.
We developed a fully integrated, multi-channel international campaign across AU & NZ to build pre-sale hype, encourage shoppers to “Carte Diem” and find exclusive drops and deals during Afterpay Day. The campaign ran across TV, OOH, Digital and Afterpay Social, as well as over 2,000 partner retailers’ digital and social channels. We created multi-variant creative assets with over 150 social and digital executions.
To take innovation and excitement to the next level, we launched ‘Invisible Drops’ a world-first AR shopping experience that enabled Aussies in lockdown to discover and shop exclusive Afterpay Day drops from the likes of Sephora, Culture Kings and Daniel Ricciardo.
Afterpay Day was a huge success despite more than half of Australians being in lockdown.
2.3 million referrals to partner merchant product pages were delivered over the sales period
For new active customers that was 154% of GMV target
Invisible Drops welcomed over 35,000 visitors spending an average time of 42 seconds on site in just 4 days
🏆 Finalist - AGDA Awards - VR & AR Experiences
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