Challenge:

Afterpay Day is a biannual flagship retail event and a crucial sales window for Afterpay. The problem is sales are everywhere. From Black Friday and Cyber Monday to Prime Day and Click Frenzy, it’s a discount-led sea of sameness, of which consumers are increasingly wary. To cut through to a cynical and tech-savvy millennial audience, Afterpay Day needed to represent something beyond just discounts. The realities of national lockdowns and closed stores also made the August ‘21 Afterpay Day the most challenging to date.

 

Solution:

To launch Afterpay Day 2021 we took a different approach - creating exclusive drops and making them available right from the palm of people’s hands, through an immersive and shoppable AR experience.

First, we developed an integrated campaign across AUS & NZ encouraging shoppers to ‘Carte Diem’ and seize exclusive drops and deals during Afterpay Day. To take the experience to the next level, we launched ‘Invisible Drops’ a world-first AR shopping experience that enabled our audience to shop our limited-edition drops. Influencers were delivered seemingly ‘empty boxes’ that brought the AR shoppable drops to life, allowing them to share it with their audiences.

 

Activity:

Whilst naturally mobile-led, the campaign also ran across TV, OOH, Digital and 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.

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.

 

Results:

2.3 million

referrals to partner merchant product pages were delivered over the sales period

 

26,000 times

Clicks of our exclusive drops

 

154% of target

Delivered for new & active customers.

 

2.5 million

views from influencer activity & 8.8M views on TikTok