Melbourne Central Fight the fear
- Art Direction
- Brand Development
- Digital & Print Design
- Digital Strategy
- Environmental Signage
- Marketing Collateral
- Motion Graphics
Harnessing Melbourne Central’s distinct edge and humour, we created a branded campaign that celebrated those ‘fears’ and helped consumers overcome them by shopping at Melbourne Central. With an homage to vintage horror, the campaign featured an array of ‘fears’ from forgetting Karen from HR’s KK to leaving everything to the last minute.
The digital campaign and on-site activation resulted in an 40% increase across the overall campaign.
PR Reach: 30,195,659
Impressions: 297.5k (+40.66% increase on previous year)
Reach: 119.3k (+17.69% on previous year)