The promotion began with experiential activations at local bars, pubs, clubs, restaurants and shopping malls, using human billboards – promotional staff dressed in swimwear, with our messaging written across their bodies.The photos and video clips from these activations were then uploaded by the public and the venue operators to their respective websites and social networking sites.This was then supported with faux fashion spreads, poster inserts and print ads in appropriate magazines, along with some outdoor media such as billboards and street pole ads.

In terms of awareness, the promotion increased online traffic to the event Facebook page from just under 3,000 fans to over 21,000 fans. The event itself grew from 23000 attendants over 5 days to 30,500 over 4 days, the largest attendance on record.